Ivo Martinovic profiliFly Me To The Moon profiliObrad Susa profili+1

Rebranding pitch | Artisan

Birden Çok Sahip
•
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

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 -
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
Starting Notes
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
We followed with analysis on Artisan's current brand state through website, print and photography.
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
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.
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
Research
 
We conduct a detailed research on solid wood & contemporary design furniture industry,
as well as on Artisan's online presence (from google search, to specialised social network Architonic to others
like Facebook, Pinterest, Tumblr etc.).
 
We analise not only their visual treatmants but also their brand communication.
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
We looked from individual solid wood furniture craftsmen and their presentations...
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
... 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...)
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
We stumbled upon some great examples of mix marketing activities between brands
(i.e. Fritz Hansen & Jamie Oliver).
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
Print material (brochures)
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
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.
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
We also present the client with deep analysis of their closest competitors: 
Ceccotti, Riva & Zeitraum Mobel.
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
Next to these 3 competitors, we showed an example of furnitire industry most comprehensive brand, Republic of Fritz Hansen ("Apple" of furniture industry).
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
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.
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
Brand Mood Boards
 
NOTE: ARTISAN'S PRICES ARE MUCH BELOW COMPETITORS WHICH MAKES THEIR UNIQUE DESIGN VERY AFFORDABLE AND WITH IN THE RANGE OF THE MIDDLE CLASS.
 
This fact, along with everything concluded from the research had a big impact on proposed art
direction which you are about to see.
 
So the first thing we did was to identify the color code for the brand.
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
The following mood boards show a mix of images related to their product, design style, location, lifestyle, props, interior design & architecture, materials, textures, colors...
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
 "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.
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
Art direction proposal on photography
 
In the furniture industry the most important thing is to show how your product interacts with it's enviroment (in the interior), to show if it's aplicable, if it fits, to show it's versatality, it's beauty and functionality. This is why at the very begining we proposed that rebranding as a process begins with photography. Their furniture must be shown on as much different sets as possible, and under different lighting conditions.
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
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.  
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
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.
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
More on this client at: 
http://www.behance.net/gallery/Photography-ART-OF-KINETIK/5778653
http://www.behance.net/gallery/Publishing-AOK-VIP-BOOK/5745997
http://www.behance.net/gallery/Branding-ART-OF-KINETIK/5710129
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
Website design proposal
 
Our first draft proposal was to go with parallax home page. 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
Smartphone & pad website versions
 
Heaving parallax effect for .com website, meant proposing mobile versions for smartphone and pad's.
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
Print Material
 
We made a lot of mokup sketches for various print materlal based on the reference designs that we found
during our research. 
 
NOTE: We didnt take any rights for designs, as they are not ours, we only used these to propose
1st draft art directions for Artisan future material.
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
Proposed creative & art direction for videos
 
Using some of the test footage we made during photoshoot, and videos we presented in research section, we edited few "video sketches" as an art direction proposal in their promo videos.
 
We proposed to make few corporate movies: about the company, making of, maintanance
and collection's and large number of teaser movies (+15) on various subjects
(chairs, stories by crafstmen, Tesanj - factory location, aclaimed & young designers interviews etc).
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
NOTE: Don't forget to turn on HD 720 res when watching the clips.
 
 
 
 
 
 
 
 
 
 
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
Product development consulting
 
Heaving M.A. in product design and 3 year of experience in branding furniture industry (2001-2004), we also proposed consulting services in this area for their product development. 
 
The references below are areas in which we belive Artisan can experiment in the years to come. From the revival of the classics furnitre to support of accessories, to experimenting with abstracts for showrooms, to various other "everyday life" objects. Being highly creative in their products so far, all the things we proposed for them fall right into their current philosophy. 
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
THE END
 
Besides these visual directions of our rebranding strategy, we also proposed in our presentation all the key elements, strategic moves and communication that Artisan needs to take after the launch of its new look.  
Unfortunately, we can't show these, as we need to keep them confidential.
 
Client is still processing the pitch and we are still keeping our fingers crossed and hoping to get this project as we are truly looking forward working on this brand.
 
Thank you for viewing my project.
 
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
rebranding furniture solid wood furniture fritz hansen Ceccoti furniture photography Interior architecture direction
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
Graphic design by Tijan Ninkovic, Goran Stankovic & Aleksandar Perisic
Web test development by Obrad Susa
 
- December 2012 -
 
Rebranding pitch | Artisan
Yayınlama Tarihi:
Ivo Martinovic profiliFly Me To The Moon profiliObrad Susa profili+1
Birden Çok Sahip

Sahipleri

Ivo Martinovic profili
Shanghai, China
Fly Me To The Moon profili
Belgrade, Serbia
Obrad Susa profili
Belgrade, Serbia

Katkıda Bulunanlar

_ zbeg profili
Goran Stankovic profili
Obrad Susa profili

Rebranding pitch | Artisan

The following is a rebranding pitch for "Artisan" solid wood furniture manufacturing company.

Yayınlama Tarihi:

Kreatif Alanlar

Atıf-GayriTicari-TüretilemezAtıf-GayriTicari-TüretilemezAtıf-GayriTicari-Türetilemez