2nd Head implements updated brand for biometric solutions provider Argus Global
11/23/2010

Business growth consultancy 2nd Head, has successfully rolled out a new brand image for Australian biometric solutions provider, Argus Global.

Online PR News – 23-November-2010 – – Founded in 1997, Argus Global is a leading of provider of biometrically-enabled solutions to both the private and public sector and specialises in more complex installations, for example in government and defence. Following a takeover at the beginning of 2010, Argus approached 2nd Head to help modernise the company’s brand and increase its presence in the UK.

2nd Head combined marketing and sales consultancy to embark on a rebranding project that included establishing offices in the UK. 2nd Head’s Marketing Consultant, Rosie Heptonstall, worked closely with key members of the Argus team to produce an up-to-date brand image that reflects the company’s ‘biometric agnosticism’ i.e. the ability to integrate with any biometric hardware device, and its experience in biometric applications.

The branding project encompassed both on and offline marketing, including rebuilding the company's website; producing a new suite of brochures and; printing large format graphics for events.

On the branding Rosie says: “The company had undergone many changes in ownership, which had resulted in a somewhat disjointed brand. This problem was exacerbated by a reputation in the industry as an ‘iris house’, known for its pioneering work in iris recognition that over time had come to eclipse its work with other biometrics. We needed to tell the industry that the company is serious about what it does and that it is indeed biometrically agnostic. It was essential to create a strong, cohesive brand that incorporated imagery beyond that of just the iris. And that’s exactly what we did.”

2nd Head also used the design services of Glasgow-based design Agency Pocapoc, whose work was integral to the successful launch of the brand. Rosie comments: “We were fortunate to engage a particularly flexible and talented designer to help us fulfil our objectives. The designer, Sacha Mason, worked well with the brief and was extremely adaptable to the changes that were required of her.”

The new brand was launched in October at The Biometrics Conference and Exhibition at the Queen Elizabeth II Conference Centre and was well received by delegates at the show. The event also marked the launch of Argus within the UK, with offices in Witney Oxfordshire.