Office Specialty corporate positioning
A show stopping performance from a filing company
Office Specialty, a member of the Inscape group of companies, is a leader in office storage systems. The company innovates in product design, customization and flexibility.
Objectives
Avoid commoditization and ensure Office Specialty is viewed as superior to its competitors, worthy of a price premium.
Goal
Refresh and unify Office Specialty’s marketing materials, creating a look as refined as their products. Highlight the unique qualities that separate Office Specialty from the rest of the field.
Solution
We created a fully integrated campaign that included an economical tradeshow booth, a fully-featured Web site, a full line of product brochures and a unique promotional ruler that reinforced their market position.
Our work for Office Specialty included:
• A competitive market overview to assess comparative brand positioning
• A complete strategy integrating their Web and print communications
• New branding applying colour, design, imagery and messages
• All new product photography
• The Web site, built on a foundation of a content management system
• An library of downloadable images suitable for electronic and paper presentations
• A style guide to ensure ongoing consistency in the site development
• An innovative tradeshow display and promotional items
