The branding specialists at Bloom developed an augmented reality app called ScanView for the publishing company Springer Fachmedien München GmbH. Bloom was also responsible for its design and the B2B launch campaign.
Springer Fachmedien München GmbH is part of Springer Nature, a leading global academic publishing company for research, educational and specialised subject content. In addition to innovative educational and learning materials and tailored software solutions, their products also include industry magazines, books, digital platforms, mobile applications and corporate publishing media as well as industry events and training courses.
The publishing company is becoming increasingly digital. As well as printed materials, the editors also provide online offerings such as a daily news service, premium portals and convenient digital access to all specialist articles. Readers can also find many video courses and web-based training courses.
Now Springer Fachmedien München GmbH is taking the step into Augmented Reality (AR). The AR app is a strategically important tool for the publishing company, acting as a digital extension of printed materials and facilitating the switch from conventional printed materials to the world of digital media. For example, articles or advertisements in the AUTOHAUS industry magazine will soon sport ScanView icons. Readers can use an app on their smartphones to scan these pages and quickly and conveniently gain access to additional web content. The articles and ads are visually enhanced with video, text or audio features, giving readers access to even more information and exclusive insider knowledge.
The branding specialists at Bloom’s Munich office developed the name ScanView, the cross-brand design and the B2B launch campaign for the new augmented reality app. The app can now be used to enhance the publisher’s printed issues with videos, blog articles or web-based training courses.
The relationship between the name and design of the app icon are very clear but stand out independently at the same time. The icon’s design was directly derived from Springer Fachmedien München GmbH’s logo. The orange underlining clearly signifies the connection at first glance. At the same time, it symbolises the medium in the form of an industry magazine that is scanned with an app.
The design of the app icon laid a foundation for the launch campaign. It is clean and modern, making it very striking. The heart of the campaign was the icon with all of the features and content it represents. When scanned, it triggers the display of an animation describing how it all works and the additional benefits people gain access to when they use it. ScanView thus becomes a sign for “more”.