We were presented with the challenge to position a new line of 34 dry erase boards as a premium, consumer-facing system for home and office use. We conducted a competitive analysis of the dry erase board category to understand the product communication and marketing support opportunities as well as examining premium home organization tools and kid-friendly creative products. We recommended renaming and rebranding the Expo boards line to target the home user, separate kid’s products, create an opportunity for growth in the category and to unify branding in a bilingual marketplace (US & Canada.) We created new brand names, logo development, packaging design and communication, environment and usage photography, as well as sell-in materials for the sales force, and consumer facing web tiles for retail websites. The product lines were very well received, laying the groundwork for a refresh of Expo’s website and consumer messaging.

Tablecraft, one of the largest manufacturers and distributors of kitchenware, wanted to create a new line of barware for one of their largest retail partners, Wal-Mart. They wanted to attract a young, hip audience moving into their first homes and looking to outfit a home bar with accessories reflecting their personality.

We created a bright, vibrant packaging system adaptable to every packaging shape and style. Our tagline, “Everyday Essentials for the Well-Tended Bar” reflects aspirational goals of our young adult audience, while playing off the diffused nightclub-like background to complete the “work hard, play hard” balance.

Sharpie identified an opportunity to create a design-driven product catering to their fanatic user—a trend-setting quality conscious consumer who desires the benefits of an attractive, modern design without losing the legendary functionality that the Sharpie brand is known for. The ultimate goal was to produce a premier look and feel for the new Sharpie Stainless Steel Marker utilizing Sharpie’s brand equity to create a premium price point permanent marker ($6.99) for the Sharpie portfolio (Regular Sharpie $1.99). Justifying such a jump in price weighed heavily on the new design features.

We responded by creating a new look for Sharpie that pulled equity from the existing brand colors, while elevating them with a more premium look to match the increased price point. This product was expanded from two SKUs (marker and refill) into an evergreen gift pack perfect for holiday giving and beyond.

This new product challenge was one we were glad to take on. In 2009 when Intertape Polymer Group developed new technology for painter’s tape that prevents leakage, we rose to the occasion. We developed all aspects of this new product including the product name, positioning, structure development, packaging design, retail displays and even sell-in materials. Our approach to the entire Bloc-it system clearly communicates the premium positioning and illustrates the technological benefits differentiating it from its competition on shelf.

HomeCare Labs had a line of cleaning products that felt dated and institutional, and wasn’t selling through as quickly as they would like. We were challenged to refresh the brand with a consumer-friendly look and unified system across all of their cleaning products.

Our response played off the consumer tag line, “Unbeatable Clean,” telling a visual story of a consumer’s counters/sinks/glass/etc. becoming clean with a flourish. We developed a clean, friendly brand mark that would appeal to any modern shopper and help build a sense of trust in the product.

With the launch of new Expo Washable markers, we created a brand and package to highlight that learning can be fun for kids of all ages. Our communication strategy conveyed to Mom that she can now feel confident that the learning and fun of dry erase can continue at home without the worry of staining little hands, clothing, carpets or other household surfaces. We developed the Washable brand mark, barrel art and packaging to continue the crisp “washes clean” visual across all brand elements.

OPPORTUNITY:

Re-launch Expo’s dry erase board accessories product line to drive distribution and sales among key retailers and drive distribution and sales in the industrial channel.

STRATEGY:

Reposition Expo White Board Care as a premium consumer-facing product line for household and classroom use, as well as industrial use.

SOLUTION:

Develop new logo and brand name for the line, updated packaging design and communication, sales force collateral for retail-sell-in, and web tile for Expo home page and retailer websites. Master creative to be adapted for merchandising, web pages, print ads, and all other marketing support.

RESULTS:

The product has launched across US and Canada reaching a new audience of retail consumers.

Stream smearlessly! This trademarked tagline led the way for our work on this new Uni-Ball “anti-smear” product launch. We were tasked to instantly convey the smoothness of the new Jetstream 101 ink system in a unique and ownable way, while highlighting the anti-smear technology. Our work on the this new product launch lead from positioning development and tagline generation to packaging, collateral and sell-in material for the trade.