MacSuperstore wanted to grow their brand presence, while making the best possible use of existing printed assets. At the same time, as an Apple Certified Reseller, they had to adhere to Apple's strict branding guidelines and endure constant scrutiny from Apple's Premier Partner program staff.
To accomplish this, I first evaluated their existing materials. Many of their materials were designed to appeal to young techies, but they were actually serving clients who were more family-oriented and also an older client base. Refreshing their campaigns to appeal to this audience was the top priority. We started by evaluating the most appealing offers and launching campaigns around those.
I worked together with the CEO to evolve their brand standards to use a broader range of colors, modernized font styles and to contain a whole host of secondary elements. This enabled us to create a wide range of designed materials to spread the word about our new programs and products. We simplified the design, humanized the language we were using, and expanded their brand guidelines. And we got strategic about rolling out campaigns that were easy to understand and aligned to customer needs.
While we were able to gain significant rebranding cost savings by retaining some existing pieces such as the logo, uniforms, store design and vehicle signage, that left us with an outdated website and print ads that weren't converting. We reevaluated the website content, placing more emphasis on services over products, and restructured everything to improve SEO. Visits and sales picked up!
