| CROSS Retail Ventures
2005 ReBrand 100: merit
Order of information below: Before Images, Rebrand Images, Summary/Rebrand Strategy, Credits
Summary: Challenge - A.T. Cross, the established designer of writing instruments, sought to update its conservative image to appeal to a broader customer base. Strategy - The initial focus was on innovation in pen development and the design of complementary merchandise aimed at varied consumer lifestyles. To communicate the spirit of the rebranding, Cross established a prototypical retail format based on mid-century American design, enhanced by powerful branding elements expressed through package design and supporting collateral materials. Result - The success of this effort, as evidenced by national press and product demand, establishes the rebranding, which is to be incorporated throughout the company. Credits: Client/Owner: A.T. CROSS Company / CROSS Retail Ventures - www.cross.com Robin Boss Dorman, Vice President, Corporate Development - A.T. CROSS Company Lilli Gordon, President, CROSS Retail Ventures Creative Firm/Architect : Retail Store and Fixtures: Hacin + Associates, Inc.- www.hacin.com David Hacin, Principal Matthew Manke, Senior Designer / Project Manager Graphic/Product Design: Retail Store Graphics: CROSS Retail Ventures Miyoung Yang, Designer Fabricator: Store Fixtures: ANAP, Inc. Mark Dyason, Project Manager Builder/General Contractor: Retail Store : Shawmut Design and Construction - www.shawmut.com Jim Scarpone, Project Executive Tiffany Shaw, Project Manager Photography : Store Fixtures and Products : Bob O'Connor, Photographer - www.boboconner.net [back] |
