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Gamblin Artists' Colors Communications Audit |
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Market Research |
We conducted an audit of all Gamblin's current verbal and visual marketing communications and analyzed each against the company's brand objectives, research-based marketing metrics, and performance criteria with recommendations for further refinement and development. |
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We focused on the following marketing communications disciplines: · visual style · identity · nomenclature · color scheme · advertising · promotion · packaging · events · retail display · booklets · website · strategy One of the cornerstones of our research was an assessment of visual style of how artist materials manufacturers visualized themselves while communicating to their target markets in a language which they understand intuitively. We identified nine visual styles that prevail in the art materials industry todaymost are used in some manner by Gamblin and its 12 primary competitors. Each has its own distinct characteristics and can have either positive or negative connotations depending on how the style is implemented. Our study included how the Gamblin existing logo appears to the color-blind and visually impaired as shown in the middle image at left. We determined that it is crucial for Gamblin to distinguish its art making nature visually from the art buying and selling marketseach of which has its own distinct visual vocabulary. The results helped to further the company's goal of establishing Gamblin at the leading edge of the industry by exceeding current trends. |