Tayco
2008 ReBrand 100 Winners > distinctionIndustry: Office Furnishings and Accessories - Below: Before Images, Rebrand Images, Summary, Credits
Summary: Industry Setting/Challenge - Soapbox worked with Tayco, a Toronto-based office furniture manufacturer, to position the company for growth. Strategy - The strategy was to shift from a product focus to a value proposition that demonstrated an insightful awareness of end-user culture. In an industry that typically includes several steps along the sales chain, the new brand expression provided an effective sell-through message for all concerned. It also provided a new focus for the company’s internal culture, through a program designed to help everyone see the connection between their particular function and the overall success of the enterprise. The Soapbox team developed a communications structure that attached the positioning line to the company name with equal weight. The name and tag could then be used as a sign-off for a higher-level headline that addressed a workplace insight with a humorous tone. Result - At launch, the project included a branded Chicago showroom, numerous product brochures, a brand video, a product video, a brand implementation guideline package, a library of original photographs and numerous pieces of SWAG to help spread the word. Credits: Client: Tayco - www.tayco.com Brand Strategist/Designer: Soapbox Design Communications Inc. - www.soapboxdesign.com Art director: Gary Beelik Designers: Jim Ryce and Ryan Wilson Copy writer:James Morris Photographers: Lorella Zanetti and Sandy Nicholson [back] |
