The Challenge To update and strengthen One-Call’s brand identity as part of a long-term strategy to increase business acquisition by appealing directly to the consumer, whilst not confusing or alienating retail clients.
The Solution While the name ’One-Call’ is well recognised amongst retail buyers in the industry, it does not convey a message which is relevant to consumers. In order to appeal to consumers without undermining One-Call’s reputation with retailers, Brilliant realised that two parallel brands were required: One-Call Furniture for B2B and a fresh B2C brand focussed on the product itself.
Brilliant proposed names and visual styles for the furniture range itself, with the client eventually settling on 360° Bedroom Furniture. The new brand was applied to promotional materials in preparation for an important industry exhibition, while the old brand received a visual refresh.
Specific deliverables included:
* Brand Design and Development * Exhibition Display Materials * Promotional Point of Sale Materials * Creative Website Design * Creative Printed Literature Design * Business Stationery
The Results Brilliant’s carefully coordinated review of One-Call’s brand identity has improved the consistency, clarity and key-messaging of both client- and consumer-facing marketing materials. The brand refresh has excited retail buyers, not only strengthening One-Call’s existing reputation but also elevating it to that of a modern, forward-thinking, progressive company.
The 360° Bedroom Furniture brand will continue to improve consumer recognition of One-Call’s furniture, fostering trust in the product and increasing sales as a result.