Success Stories

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Launch a Product
Grow Market Share
Forge a Brand Identity
Create Buzz

U.S. Air Force Portal
Challenge: Launch a Product

With limited funds for marketing, the USAF needed users worldwide to get registered for accounts on the new Intranet. Management wanted to create a unified message and collateral with a consistent look and feel. However, the size of the budget meant production and distribution costs would be decentralized.

Solution

A promotional tool kit to launch the new Intranet was designed. It included brochures, print ads for base newspapers in multiple sizes, posters and a logo. Printer-ready file formats were burned to CDs along with samples, then distributed to USAF Major Commands worldwide.

Result

In eight months time, spurred by a leadership directive, accounts jumped from 102,000 to 466,000 registered users. This steady march upward in registration was over a four-fold increase.

• The collateral organized a unified message
• Various organizations promoted the unified goal in a decentralized way
• Each Major Command controlled its own needs and printed on demand
• Cost was shared between units worldwide
  

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Boston® Office Products
Challenge: Grow Market Share

Sales for Hunt's Boston office products, staplers, sharpeners and trimmers were decreasing. They needed an inexpensive but updated look to move product.

Solution

We developed and implemented an innovative color strategy for the company that was adopted across all Boston retail products. By studying lifestyle trends and examining the research of such prestigious organizations as the Color Association of the U.S. in New York, we were able to gather and analyze the data needed to successfully forecast color pallettes.

Pallettes were defined for the small office-home office (SOHO) and youth markets. Colors were changed each year to keep products fresh and trendy. The strategy proved to be both financially successful and inexpensive.

Result

• The new color updated the products without costly changes to the molds
• Hunt's identity as a trendy and innovative company was boosted
• Brand awareness was increased
• Retail sales increased 30 percent across all Boston products

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Beinfang Framing Products
Challenge: Forge a Brand Identity

A strategic marketing decision was made to re-brand SEAL laminating products to fit under the Bienfang umbrella of products.

Solution

We developed a communication campaign with a strong, unique brand identity for these framing products that assured the existing customer base was not lost. It was important for the customer to continue to trust the same products that they had always used even though they had a new identity.

We commissioned a contemporary painted background to use with the new logo on all Beinfang banded products. This look would have a strong appeal to this creative market, the framing industry. It was carried this across all marketing materials, products and trade shows.

Result

• The new Bienfang look had a strong and creative appeal, easily identified and unique in the industry
• Response was so favorable, the brand had a 10 - 15 percent growth in a down market

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New Jersey Transit “Aqualink”
Challenge: Create Buzz

New Jersey transit was inaugurating a new bus line to the Aquarium in Camden, a tourist and education destination critical to the economic development of the city.

Solution

The conceptual plan and design strategy was managed and executed to promote the Camden Aquarium destination. Art for an under-water scene was commissioned and painted onto the “Aqualink” bus. This approach was unique and un-tested at the time, becoming a precursor to the decals now commonly used on buses.

The project team was supervised from start to finish, for a rapid three week turn-around on a very tight budget.

Result

• This bus was a critical part of promoting the destination for a full decade
  
• The unique approach received public praise from Aquarium leaders and the Governor of New Jersey
  
• The “Aqualink” bus became an award-winning example of innovation, including “best of Show” award for Motorvision Coach Design, and an “Addy Award” for outdoor fleet graphics

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