| OnRequest Images
2007 ReBrand 100 Winners > merit
Industry: Business/Professional Services - Below: Before Image, Rebrand Images, Summary, Credits
Summary:
Industry Setting - OnRequest Images is revolutionizing the way that Fortune 1,000 companies acquire custom, OnBrand photography. OnRequest Images’ innovative business model leverages a patent-pending technology infrastructure to produce OnBrand custom photography faster and with higher quality than ever before. Major brands with global imagery requirements no longer need to rely on individual photographers, stock agencies, and/or royalty free photography to patch together the images that represent their brand on the web, in collateral, and/or print advertising. OnRequest Images brings creativity, technology, a global resource network and branding expertise together to help brands create, share and manage collections of imagery that reflect their unique brand attributes.
Challenge - To stand apart from the crowded and commoditized stock imagery category, while appealing to both creative and corporate audiences, and clearly communicate a fresh and differentiated approach.
Strategy - We sharpened the brand personality, messaging and service nomenclature system then explored a range of solutions for evolving the logo based on that strategy–from a slight modification to a totally different mark. In the end, a more dramatic change was the favored direction. The concept behind the collateral was to show the expertise OnRequest brings to the creation, production and management of OnBrand custom imagery. Several case studies were featured, highlighting different facets of OnRequest’s value proposition.
Result - The re-brand helped OnRequest Images achieve a major breakthrough in the market. After the release of the new brand, response to the company’s promotional efforts increased at least 45%. Additionally, sales in the quarter following the introduction increased 50%. This clearly differentiated OnRequest Images from the alternative choices in the market, positioning the company as the right choice to help major brands develop OnBrand custom imagery.
Credits:
Client: OnRequest Images - www.onrequest.com
Brand Strategists/Designers: Hornall Anderson Design Works - www.hadw.com
Creative Director: Jack Anderson
Art Director: Mark Popich
Designers: Mark Popich, Peter Anderson, Yuri Shvets, Michael Brugman, Mignonne Lysiak
Photography: Stock Photography
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