Brand personality / packaging system / advertising / sales collateral / Point of sale
a stronger brand image increases sales
A series of mergers and pressure from big box stores had hurt GBC’s image in every sales channel. After leading its marketing team through a series of exercises to better understand its core brand, we created a unique brand architecture and personality, and extended its new brand expression into market. The investment was made in redesigning 350 SKUs, a sales collateral system, in-store displays, and catalog page insertions to position GBC to be better aligned with its customers and regain its position as a leader in office presentation products.
GBC’s diverse product offering was graphically simplified by creating color-coded product categories and using a consistent attributes grid to highlight key product-distinguishing details such as quantity, dimension, color, and product family. By employing this simple but informative grid, GBC’s commercial product labeling process was exponentially simplified, reducing factory cost and increasing ROI.
Collateral designed to help the GBC’s sales team present its new brand image and sell products to retailers.
Norman Design Co.