Art Dreams Identity - Creating a Marketing Foundation
CHALLENGE
After 14 years of designing and manufacturing exclusive (private-labeled) wall décor for many of the top specialty retailers throughout the U.S., Art Dreams had a successful business but essentially no brand recognition outside of their existing customer base. This made the process of acquiring new customers more difficult because they found themselves in the position of having to constantly re-establish credibility. Art Dreams also had plans to introduce their own line in mid 2005 and hoped to leverage 14 years of design and manufacturing success in the process.
SOLUTION
Grabiner/Hall (G/H) was retained to create and implement a brand awareness strategy, which included defining Art Dreams’ value proposition; creating a visual brand; educating the target audience and shaping the perception of Art Dreams’ within the industry. The first step was to establish the “foundation” of their marketing toolkit by producing sales collateral and a corporate website that effectively communicated the company’s capabilities and value proposition. It was also the initial step in establishing Art Dreams’ new visual brand. G/H took an esoteric approach that appealed to the design sensibility of the target audience and focused on inspiration and its effect on the design team, customer service, and the manufacturing processes in place within the company. In order to associate the brand with a distinct personality,
G/H brought Kathleen Koszyk, co-founder of Art Dreams, to the forefront, positioning her as a design visionary and the creative force behind Art Dreams.
RESULTS
With G/H’s expertise in the B2B arena, they were able to quickly define Art Dreams’ value proposition and clearly communicate it to the target audience through a powerful combination of text and imagery. Now, prepared with effective marketing tools that sell the company story, Art Dreams is in the position to move into Phase Two of its marketing strategy, which consists of proactively getting the message out to its target audience.
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Kande Hall
Ph: 310.364.1100 ex106
Fx: 310.364.1222
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Email: Kande@grabinerhall.com