Cambridge Architectural Mesh
2006 ReBrand 100 Winners > distinctionIndustry: Architecture and Interior Design - Below: Before Image, Rebrand Images, Summary, Credits    Summary: Challenge - The leading domestic manufacturer of woven stainless steel, Cambridge Architectural Mesh hired Shaw-Jelveh Design to direct all aspects of their rebranding campaign as they expanded their industrial woven wire company into the rapidly-growing and design-savvy architecture and interior design markets. Strategy - The new identity conceptually embodies the qualities of architectural mesh, while respecting and emphasizing the materials throughout. A rich, vibrant red underscores the sensuality of Cambridge’s stainless steel fabrics, while providing a striking contrast with their competitors’ packaging. The new Cambridge website plays a pivotal role in the rebranding efforts, as a powerful marketing and educational tool for design specifiers. Result - The results of this campaign since February 2005 are tremendous: information and sample requests are up over 500% and bookings have increased significantly. In addition, the company has received overwhelmingly positive feedback from the architecture community, which is now beginning to identify Cambridge as a company that speaks their language. Credits: Client: Cambridge Architectural Mesh - www.architecturalmesh.com Creative Firm: Shaw-Jelveh Design - www.shawjelveh.com Creative Director: Marybeth Shaw Art Directors: Marybeth Shaw, Bruce Willen Designer: Bruce Willen Photography: Bela Borsodi, James Shanks Writers: Marybeth Shaw, Bruce Willen Web Design: Fastspot, LLC 3D Renderings: Christopher Styles [back] |
