After a highly competitive international pitch, de Masi jones were commissioned by leading European photographic processing manufacturer GRETAG, to develop a global brand for a state-of-the-art instant digital print station.

The system allows any consumer with a digital camera to get a standard photographic print, directly from a specially designed high-tech kiosk. The prints are photographic lab-quality, come in various sizes and are produced in under a minute. The device also allows the option for consumers to email their images anywhere in the world, or burn a CD to store all the images while you wait, all from the one kiosk. GRETAG were looking to create a commercially viable branding solution for the kiosk to increase its potential for immediate uptake and its overall success.

In response to the challenge, de Masi jones created an iconic brand character that possessed strong visual and cultural attributes to appeal to the international youth target audience. Through an extensive creative and naming program, the character, 'PXI', was developed as the core-identity for this innovative high-technology brand, and 'PXIDIGITAL' was selected as the brand name.

It was envisaged that PXI would become the modern day concierge of digital photography to aid the consumer in the transition to using digital rather than conventional photo-lab retail/processing systems.

The scope of work has included naming, corporate identity, brand identity, character-development, packaging, industrial-design, livery-design & application, interface-graphics, point-of-sale, marketing-collateral, sales & media-kits and icon-design.

An intuitive range of icons for the interface were needed to help the consumer navigate the Pxi Digital system. Over 300 icons and symbols were designed in consultation with designers at leading Canadian interface-development company TELEPIX.

'de Masi jones have been a key component in the success of pxi digital.'

Barrie Harrop

Managing Director
Velocitimage Pty Ltd