Form² is a form authoring and distribution system that facilitates the completion of electronic forms on web devices. The system initially launched internally at the University of Manchester in 2011, and was so successful that University wanted to market the system as a product to a wider audience.
Commercialisation of Form²
Delivery of a brand identity, responsive website and promotional video to promote the University of Manchester's Form² software
HMA worked with University of Manchester Medical School and the University’s Intellectual Property division (UMIP) to set out clear objectives for the brand and ran workshops to develop a clear vision and brand strategy for the project.
The initial logo and concepts were then created and applied to provide a consistent suite of marketing collateral. A 2D illustration style was developed which was incorporated into the promotional video to highlight the simplicity and key features of the product in a visual way.
The Promotional Video
HMA created storyboards and scripted the animation from the University of Manchester’s key messages. The team of animators at HMA designed the style and key elements of the video and created a scene for each of the agreed messages. The video had to showcase the application while at the same time demonstrating the benefits to a potential user. An upbeat music track was used to set the tone and give the animation a warm feel. The video was then placed on the external website to accompany the branding and complement the existing information.
Senior Project Manager Tim Cappelli from the Manchester Medical School said “HMA worked with the team at Manchester Medical School to create a concept, logo and website that was right for our product. HMA used our knowledge of our new electronic form software to create the Form² brand and promotional material, turning our half-formed ideas into a strong identity. HMA have been professional, creative but above all, fun to work with.”View the Form² website