Case study
Project Chroma
"Colour Is a Feeling": the global launch of a flagship smartphone, and a masterclass in stakeholder alignment.
The Challenge
Deliver the global launch of a flagship smartphone in Midnight Graphite. The content was finished. The print was delivered. The kit was prepped. Everything was ready.
The Moment
Seven days to launch.
The Chairman had a feeling.
Arctic Dusk.
The Insight
Our Head of Creative, Henri Davé, immediately recognised it as an act of genius. "Colour isn't a property," he told the team. "It's a decision."
The Strategy
Strategic Engagement Lead H. Davey responded within the hour with a 61-slide framework called Chromatic Agility. Its central finding: "When leadership pivots, we pivot harder."
Slide 34 was a photograph of a chameleon.
The Solution
In under a week, every piece of brand content was reimagined from the ground up. Every product shot, every animation and every one of 4,000 pieces of artwork was reproduced in Arctic Dusk, with total commitment and no visible weeping.
Stakeholder Alignment
Throughout the process, Synergetica Live maintained a culture of radical positivity. At no point did anyone say no to the Chairman.
It was later established that nobody had ever said no to the Chairman.
"When leadership pivots, we pivot harder."H. Davey, Strategic Engagement Lead
Wellbeing
Hen-ree held an emergency breathwork session for the print team, titled Letting Go of Graphite. It took place at 3am and was attended mainly by Harry.
The Impact
Technical footnote. The colour changed seven days out. All the content and all the print were redone. Nobody dared say no. The swatch was misspelt. Nobody dared mention that either.
It was a phone launch. Of course it was. — H.D., Technical Director