Marketing Team Direct (MTD), the Buyer to Brand agency, today announced it has created the brand strategy and identity for eva – the video social network.

eva, developed by Forbidden Technologies plc, makers of the market leading cloud broadcast technology Forscene, is already being cited as the mobile version of YouTube for the Instagram generation as it will enable users to shoot, enhance, and edit video content via their smart phone and share it globally via a proprietary social network.

The partnership has seen MTD lead, develop and deliver a powerful brand strategy and identity in collaboration with an eco-system of specialist agencies and ambassadors from Google, eBay and Hailo. This team leveraged its considerable cumulative expertise across every facet of design, user experience and user architecture.

This collaborative approach ensured MTD, in alignment with other agencies, worked closely with the eva leadership and development teams. It was important that every aspect of the brand – from the positioning, core messaging, strategy and identity, to the rationale behind its creation – was an inclusive phase in the development process.

This approach, which is more common in technology hotbeds such as Silicon Valley, was critical to the development of eva. It represents a dramatic shift in the way technology organisations can integrate with their agencies, resulting in a more rounded and relevant product identity and strategy. It is already paying off as, through content marketing alone, the brand has already reached in excess of 5.4million people.

Aziz Musa, co-founder of eva comments: “We wanted to appoint partners that shared our passion for the eva project and who were willing to work with us to develop a credible and exciting go to market proposition. As our lead agency, MTD has played a critical role in the creation and evolution of eva’s brand strategy and identity. By helping us orchestrate a small ecosystem of agency partners they have added extra value through the entire process. We look forward to continuing to work with them as we take eva to market.”

Andy Jordan, Managing Director at MTD comments: “The collaborative approach we have taken with eva is a prime example of effective brand strategy at work. In order to develop a successful approach for market you not only need a strong brand strategy and creative, you also must make sure the messages you convey are embodied within the product itself. We are hugely excited to be involved in this ground breaking project and look forward to helping Forbidden celebrate their first million users ”