| Fishman Transducers
2007 ReBrand 100 Winners > distinction
Industry: Musicians, Music, Recording Industry - Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Fishman is the leading OEM provider of pickups and preamps for acoustic instruments. In 2005, Fishman's retail sales, which rely heavily on retailer recommendations, were flat.
Challenge - Fishman urgently needed to raise in-store awareness and visibility of its pickup/preamp category among retailers and consumers, on a modest budget for structural and visual design.
Strategy - Catapult Thinking created an overall packaging system that introduced a new product line logic and nomenclature system, transformed the customer out-of-box-experience, reduced the number of package formats required and simplified production management for package design elements.
The new brand architecture and visual design language were extended from the packaging system to all trade and consumer communication materials.
Result - The cost-efficiencies of the new packaging effort had more than covered the cost of the program within the first month following the new system's implementation. In addition, retail sales have risen dramatically since the rebranding, boosting Fishman employee and retail partner morale and re-energizing the company's new product development process.
Credits:
Client: Fishman Transducers - www.fishman.com
Client Team: David Fournier, Chris DeMaria
Brand Strategist/Designer: Catapult Thinking - www.catapultthinking.com
Creative Director: Jeff Pacione
Designers: Dan Oberholzer, Ron Vish, Mark Ledewitz
Writer: Cara Gillotti
Writer: Katelyn Bottoms
Photography: Peter Rice
| |
