Overview of our rebranding pitch presentation (350 sheets)
In December 2012 we were offered to pitch for Artisan's rebranding.
Below is an overview of our presenation (shorter version).
"Artisan is a furniture company from Tesanj, Bosnia & Hercegovina and specializes in the manual production of high quality furniture made from solid wood. They acquired their first experiences by producing furniture for Dutch and British designers, and in 2007 they started their own first collection in collaboration with the regional designers. For their products they received numerous international design awards and they have distributors in more then 20 countries around the world."
- www.artisan.ba -
We followed with analysis on Artisan's current brand state through website, print and photography.
For somebody who is into design, visual esthetics, contemporary furniture, we found this sort of propping unadequate/unharmonious. The same goes for production process photos as well as the notion that they could have picked much more interesting production stages for a story telling then this.
We looked from individual solid wood furniture craftsmen and their presentations...
... to the world's most famous furniture companies (Flexform, B&B, Moroso, Driade, Poltronafrau, Herman Miller, Knoll, La Palma, Arper, Edra, Vitra, Giorgetti, Horm and many others...)
We stumbled upon some great examples of mix marketing activities between brands
(i.e. Fritz Hansen & Jamie Oliver).
Print material (brochures)
During our research we also payed attention to promo videos and so we presented the most interesting ones through various categories: corporate, making of, teasers, animated, designer interviews and others.
We also present the client with deep analysis of their closest competitors:
Ceccotti, Riva & Zeitraum Mobel.
Next to these 3 competitors, we showed an example of furnitire industry most comprehensive brand, Republic of Fritz Hansen ("Apple" of furniture industry).
Research Conclusion
After such a detailed research on direct & indirect competitors, we managed to identify the "gap" and opportunity for the brand identity development. And so, we were able to propose the following directions on rebranding through: photography, website, print, video & product development.
The following mood boards show a mix of images related to their product, design style, location, lifestyle, props, interior design & architecture, materials, textures, colors...
"Wrong aesthetics - wrong perception - wrong communication"
We also talked of the "thin line" in visual communications and how easy & dangerous it can be if you cross it. We placed a great emphasis on this by showing a client how a small change like color desaturation can shift ones product into a whole different category - Ceccotti category - 4 times more expensive furniture.
The following photos are all done especially for this pitch, and they represent our cabilities when dealing with subject such as furniture. With limited resources (furniture and locations/sets) we basicly experimented with Artisan's pieces that were available to us.
Proposals for "production process" photography
The following are all our photos (excluding the 1st two photos done by Sam Barker) made for our client
"Art of Kinetik", that makes bespoke yachts.
Smartphone & pad website versions
Heaving parallax effect for .com website, meant proposing mobile versions for smartphone and pad's.
NOTE: Don't forget to turn on HD 720 res when watching the clips.
Credits:
Art direction & project management by Ivo Martinovic
Research & branding strategy by Nikola Romic & Ivo Martinovic
Presentation copy by Julio Wood
Photography & post production by Ivan Masic
Video editing by Aleksandar Perisic & Ivo Martinovic
Web design by Goran Stankovic & Ivo Marinovic
Video editing by Aleksandar Perisic & Ivo Martinovic
Web design by Goran Stankovic & Ivo Marinovic
Graphic design by Tijan Ninkovic, Goran Stankovic & Aleksandar Perisic
Web test development by Obrad Susa
Web test development by Obrad Susa
- December 2012 -