NEW PRODUCT CASE STUDY
Wire By Design Co. needed an identity and theme line for a newly established brand in the vertical B-to-B market of architectural wire mesh that would resonate with the target audience: architects and general contractors.
Develop one key collateral piece that would introduce their product line to prospective clients.
Create a web site to showcase a sampling of their product line and their portfolio of installations.
Direct people to that web destination in a cost-efficient manner.
Orbit Creative designed a logo mark that highlighted the wire mesh attributes of the products and emphasized the direction they wanted to convey to their customers – to “take a closer look at the possibilities” that architectural wire mesh can offer as a functional design element. The theme line: You create it, we’ll make it focused on their custom approach to every client project.
Create an oversized showpiece brochure, to appeal to the high-end sensibilities of their target market.
Design and develop a portfolio-style web site and implement Google AdWords to drive traffic to the site.
The brochure was so positively received that it was recreated for an affiliate company in Toronto, Canada, resulting in increased sales leads and project opportunities outside of the United States. The successful response motivated the client to commission a web site that featured their project portfolio, expanding their brand footprint to a wider prospect base. The web site design, coupled with the implementation of Google AdWords, generated a consistent stream of sales leads on a very tight budget. Phase Two of the marketing project included: Addition of a Content Management System for self-management of quick updates; a landing page for the Google AdWords ad; product spec sheets; collateral pieces; a graphics standards manual; e-newsletter template; trade publication ads and web banner advertising; identity package; a library of product images; a digital flipbook publication of featured projects that could be viewed on multiple devices.