Cohesive Look & Feel
Situation: The premier brand in portable hot tubs that created the product category over 40 years ago was on the verge of entering selling season without a cohesive collateral package.
Challenge: Introduce the product, unique selling propositions, and brand with a vibrant message about the benefits of hot tubbing across different channels and mediums with a cohesive brand experience.
Approach: I reviewed “what we always do” to explore the traditional approach to creating collateral, conducted interviews with different sellers to understand how they use the tools, and looked outside the industry for other innovative ideas before presenting my proposal.
The Plan: It was a straight-forward plan. We were going to double down on our value propositions and brand pillars, use a clean, premium-feeling layout (that aligned with brand style guidelines), and introduce language, imagery, and colors that would naturally add vitality and vibrancy to our messaging.
The Delivery: We refreshed our existing brochures with messaging that delivered on our brand promise while adding unique design elements for a cohesive experience on every page. We made changes to specs of the brochure to standard paper sizes for a more cost effective option, while introducing upgrades like spot UV and more elegant paper to reinforce the premium brand experience. We introduced a “mini brochure” that would be more accessible and cost effective for more customers than the complete brochure. We also introduced enhanced digital options so that we could control the look and language while giving our local dealer customers the chance to leverage their local vendors for printing. We saw a higher-than-average adoption of our new material, and required a re-print of the brochure 6 months into the new year on a quantity that normally lasts a full year.