Power Dressing for an Electrical Retailer
 When E & S Trading needed an image
makeover, DDG delivered a creative re-branding solution that met the
brief head-on. The result is a modern, integrated style that reflects
the client’s contemporary business outlook.
Power dressing for an electrical retailer
We
all know how important looking the part is, whether you’re selling
services, products or ideas. When electrical retailer, E & S
Trading (and its sister company in Geelong, Owen Crowl,) found their
image had become less-than-stylish, they knew a serious makeover was in
order. Enter DDG’s creative department.
E & S Trading had a
unique problem – three electrical appliance stores trading under two
different names and brands. Both entities were long established in
their locales but the disparate brands presented a confused message to
the market. Although they had stood the test of time (40-50 years), the
brands were tired and in need of rejuvenation.
There was a
recognised need to re-position the enterprise higher into the market by
shifting from a product and price orientated communication to one
focused on brands, lifestyle and exemplary service. Time to frock-up!
DDG
and the client collaborated closely to identify a new direction with
the final solution centring on the new positioning statement “feel at
home”.
The fresh look sells the product benefits through
images of easy, relaxed lifestyle. This contemporary approach appeals
to the target market group of modern homemakers. It conveys personality
and style, and builds the all-important emotional connection between
the customers and the brand.
The use of a friendly, script style
font and updated colours of orange and silver give the visual
communications a clean, simpler look.
Inviting photographic
images and curved graphic devices soften the feel of the evolving print
campaign. The message is definitely genial and welcoming.
So far
the re-branding exercise has produced a new logo, stationery, shop
signage/point of sale materials and an advertising campaign.
The
highlight has been the close collaboration between DDG and the client
at all stages. The client’s willingness to consult and contribute at
all levels has resulted in a solution that’s perfectly wedded to their
requirements. Underpinning it all is their confidence to invest in a
strong, proactive marketing campaign, with the understanding that
bottom-line results are long-term.
According
to E & S Trading’s General Manager, Greg Lake, the client is
thrilled with the result. “From the beginning, DDG presented the
strongest concepts. They have a great understanding of where we are and
where we want to get.”
The project continues to evolve with E
& S Trading dedicated to maintaining the integrity of their new
brand. All the company’s new print requirements are run via DDG to
ensure consistency with the brand essence.
E & S Trading is
now ready for business and dressed to impress - wearing a strong and
powerful brand that really makes a statement.
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