3rings is a new app service that allows loved ones to know their elderly parents are okay whilst ensuring they retain their independence.
The new service takes its name from the age-old tradition of letting the phone ring three times to reassure someone that you are safe, and does not require the elderly family member to have a smartphone or internet connection.
It is the brainchild of Steve Purdham, a technology entrepreneur who has been involved with many successful companies, including web security firm Surfcontrol and more recently WE7, a digital music service he sold to Tesco.
Steve approached Williams&Crosby at the end of 2012 and commissioned us to develop the business model and brand identity for his new venture. The brief for the latter was to create a friendly, informative visual style that would appeal to adults including the elderly. Therefore, one of the key challenge for us was to present a complex technical proposition in a way that was easy to understand.
To achieve this we developed a warm, engaging illustration style, which was then used alongside short and simple storytelling statements to help explain the benefits of the service and how it works. This approach is not only instantly recognisable but also highly campaignable and offers the best possible opportunity to build brand awareness and recognition.
3rings is now at BETA-test and has already received great acclaim from the media and public and private organisations including private health companies, Housing Associations and elderly special interest groups. We are now looking forward to getting involved in the official launch and offering on-going support to help build the brand.