| Creative Memories
2011 REBRAND 100 > notable Enterprise Rebrand Country Base: USA Industry/Sector: Toys, Games, Hobbies, Crafts Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting Creative Memories, a world leader in scrapbooking, produces products that are fun and fresh. The company is continually evolving to stay up-to-date. Yet, the Creative Memories logo hadn’t been updated in 17 years. In an increasingly crowded market, they needed to resolve their identity problem to stay on top. Challenge Research showed that people considered the almost-twenty-year-old logo old-fashioned and too formal. It also was not originally intended for use in certain media, from small charms to billboard-sized signs. It was time for a logo that was simple, versatile and appropriate for its purpose. Strategy Creative Memories talked to target customers to learn about their expectations from a scrapbooking and photo solutions company. Three words that consistently came up were friendly, fun and approachable. Therefore the logo redesign needed to reflect these attributes, while holding onto the company’s heritage and 20-year history. The new logo is easily identifiable, thanks to a design that contains varied type. The varied type represents the many voices and stories that make up a scrapbook album. The blue is a tribute to Creative Memories’ heritage. And the central icon is a stylized version of a camera’s aperture — where the scrapbooking process begins. Result The new logo went through several focus groups. The top three adjectives used to describe it were fun, fresh and approachable, which was exactly as intended. In the end, the new logo represents the energy and creativity of Creative Memories and is inspiring a new set of consumers for the brand. Credits: Client: Creative Memories - www.creativememories.com Creative Director: Karen Thompson Art Director: Corinne Skoog Brand Strategists/Designers: Adventure Advertising - www.adventureadvertising.com Account Supervisor: Gina Nacey Project Manager: Julie Engelmeyer Art Director: Rick Jensesn Art Director: Jon Loss Art Director: Abby Fitch Photographer: John Linn Copywriter: Mason Sullivan [back] |
