The Interiors Show at the Birmingham NEC is the largest of it’s kind in the UK.
With hundreds of companies competing for attention amongst thousands of visiting press, retailers, buyers and nosey parkers (our lot amongst them) it is essential that each stand works hard to create a return on investment.
Punch were there to support Duresta Upholstery, our long standing client, who we are currently working with to refresh their brand proposition in terms of both it’s design and the way it communicates.
We will be adding more about the branding project in the coming months but this first stage was about beginning to communicate the new brand and what it will mean to Duresta as a whole. The Interiors Show was the perfect platform to excite people about the positives that will be introduced in 2012 – the brand innovations, refreshed design work, new products and retailer communications.
In the lead up to the Interiors show we worked hard behind the scenes with Duresta to establish how best to communicate the new brand message and how this will benefit both retailers and buying public. This had to work seamlessly within the environment of the exhibition stand to compliment their sales team activity and not interfere with the product itself.
To do this we came up with a simple solution, that worked across print and digital platforms.
First, we designed and produced a series of conceptual drawing board graphics. These were a permanent fixture on the stand to be used by the sales team to add a visual element to the presentations they gave to their key contacts. Drawing boards on a traditional easel were ideal in the context of Duresta’s stand environment and also reflected their skills as conceptual designers.
These boards were supported by an online presence for people to review after visiting the stand, this was also used to reach a wider audience of people with little time on the day, or those who could not attend the show.
Of course, these brand communications were only part of the overall activity on the stand. The refreshed logo was unveiled on the stand alongside a new series of customer facing brand literature, amongst them was a personalised product passport highlighting the unique qualities in each piece of Duresta furniture.
The upshot of phase 1 of the brand launch?
An overwhelmingly positive reaction from the client and, crucially, their key retail clients were excited and engaged by the new ideas and design work to come out of Duresta…
In fact one major retailer in particular was so enthused by it all they placed an order for 2 new signature pieces of furniture for their high street stores. The same client was so taken by the brand presentation work they will be using it on their own website in addition to their existing Duresta store presence.
As a statement of intent for the next chapter in the history of Duresta Upholstery the Interiors Show was the ideal start.
It was the perfect illustration of how measured brand evolution, working alongside a positive company vision can provide the platform for success – and a tangible point of difference to their competitors in a challenging retail environment.
…more to come!
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