The Brief
Brand Mission Statement
To provide peace of mind during emergencies through hand-powered communication solutions.
Brand Purpose
We create hand-powered emergency communication devices that support communities while keeping our customers connected when they need it most.
Vector Partnership
VECTOR (Vancouver Emergency Community Telecommunications Organization) strengthens community resilience during emergencies by developing communication capabilities through volunteer efforts. Semaphor partners with VECTOR to support this mission.
The HWY-1 Model
Semaphor products integrate hand-crank radios, satellite phones, lights, and USB charging systems to ensure uninterrupted communication during crises.
Pro Model: Includes a satellite network subscription and a donation to VECTOR.
HWY-1 Model: Provides essential features without the satellite subscription and includes a one-time donation to VECTOR.
Research
Garmin
Associated Activities
Emergency Preparedness, Agriculture, Business, Camping, Hunting
Target Audience
Transportation Industry, Aviation Industry, Marine Industry, Men 25-34, Athletes
Iridium
Associated Activities
Transportation, Automotive, Environmental Research, Aviation, Marine
Target Audience
Large Industry, Aviation Industry, Marine Industry, Researchers, Governments
Midland
Associated Activities
Emergency Preparedness, Agriculture, Business, Camping, Hunting
Target Audience
Agricultural Industries, Hospitality Industry
Men 20s-40s, Families
Behavioral
Geographic
Semaphor primarily targets individuals on Canada’s Northern West Coast.
Economic
Semaphor’s two models appeal to two different economic segments:
HWY-1 Model: Affordable for lower-income users.
Pro Model: Designed for lower-middle to middle-class users who value added features at its higher price point.
Demographic
69% male
31% female
ages 25-34
Younger Rural Families
The Logo
Inspired by satellites, the logo features a logotype and icon composed of concentric rings, symbolizing WiFi connectivity, space exploration, radio towers, and communication. The negative space forms a satellite within the WiFi symbols, while the rings emanate from a central circle like radio waves from an antenna.
Typeface: Simplon
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
m-h1 | This is heading one
m-h2 | This is a heading two
m-h3 | This is a heading three
m-h4 | This is a heading four
m-h5 | This is a heading five
m-h6 | This is a heading six
m-p | This is a Paragraph
m-cap | This is a caption
m-scap | This is a subcaption
Semaphor Sky
Hex: #76c4f2
RGB: (118, 196, 242)
Semaphor Cloud
Hex: #c1e3f9
RGB: (193, 227, 249)
Semaphor Snow
Hex: #e2ecf8
RGB: (226, 236, 248)
Semaphor Dawn
Hex: #ffa200
RGB: (255, 162, 0)
Semaphor Midnight
Hex: #002c40
RGB: (0, 44, 64)
Project Reflection
This project was developed as part of an introductory branding course at OCAD University. Through the Semaphor branding proposal, I gained valuable insights into the fundamental principles of branding, identity design, and strategic positioning. The process of developing a cohesive brand identity—from research to final presentation—helped me understand the importance of storytelling, visual consistency, and audience engagement in building a compelling brand.
Learning
The power of research – Understanding market competitors and audience demographics was crucial in differentiating Semaphor within the emergency communication space.
Consistency builds trust – From typography to color palette, maintaining a unified brand identity enhances recognition and credibility.
Collaboration refines ideas – Feedback from peers and instructors played a key role in strengthening the final branding approach.
Next Steps
This branding exercise gave me a strong foundation in developing strategic and visually engaging brand identities. Moving forward, I plan to refine my approach to storytelling, expand my knowledge of brand positioning, and explore new tools for prototyping and user experience design. The experience at OCAD has given me the confidence to apply these skills to future branding and design projects with a more structured, research-driven approach.