I’ve had a productive, albeit challenging and single-minded week creating and fielding a new multi-faceted & branded Everyday Deals promotion initiative for client New England Hydroponics (a Hydrobuilder Holdings unit). Everything in the visual, along with website product posting, was created in 6 business days – moving at the speed of retail!
Up first was the creation of the branded promotional logo, a “Violator” BOOM burst featuring the primary green in the brand design palette as the primary brand “touch point.”
The strategy was to use it as a point-of-sale tactic, on labels & Buyer’s Guides for individual products, maintaining the singular DEAL singular focus for a singular customer shopping that moment; and tucking in the stylistic lower case ‘everyday’ into the larger font construction to hold/work together as a unified brand design element.
Then, finding letterform on the plural DEALS didn’t work with the same compact footprint of the original violator BOOM, and wanting to expand the concept to attach an emotion to a transactional concept, I went back a standing strategic brand design tactic, the sunburst and its positive feeling, to create some branded drama and expand the focus to the overall portfolio of products in the category.
I executed Point-Of Sale signage in two sizes, Social Media and website imagery, both the primary & category pages, to this branded design strategy. Our plan is to more fully roll out the promotion across the media/web and in-store touch points.
Whew. Next!