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Bissell: Brand strategy, brand design

Client

Bissell Inc. is the number one manufacturer of floor care products in North America specialising in vacuum cleaners and floor care products. Bissell Australia approached Boldfish to review and improve their retail presentation to their local market. Concerns were consumers weren’t getting the information they needed to make an informed purchasing decision despite often having better prices and product performance in comparison with their opposition.

Discovery

  • The branding story to date was too cluttered and confusing
  • Consumers were being asked to digest large amounts of technical information and copy
  • The cluttered, busy look and feel did not help promote cleaning products
  • There was no clear key distinction, messaging or call to action for consumers

Strategy

  • Working towards solutions that focused on clarity, simplicity and cleanliness in both content and layout
  • Using more emotive / lifestyle imagery associating their products with happy people and clean modern homes
  • Using emotive headlines like ‘Let Life In’ rather than just technical features and benefits to help connect emotionally with consumers
  • Improving product hero imagery to be more vibrant, attractive like using a reflection finish underneath products to reinforce shiny clean floor surface
  • Icons and supporting thumbnail graphics were also created to help reduce copy and visually explain new technologies and key features
  • Distilling the bulk text information down to a core headline, essential body copy and a clear call to action

Delivery

  • Marketing campaign strategy
  • In-store retail planograms
  • POS displays
  • Product stands
  • Website design (landing pages)
  • Infographics & iconography
  • Digital & print advertisements
  • Digital & print sell sheets
  • EDMs
  • Email signatures
  • Digital & print flyers
  • Billboard
  • Redemption pads
  • Posters

Testimonial

“Boldfish have been fantastic to deal with over the past five years. Their quick understanding of our brand has translated to effective campaign execution. They have always been responsive and sensitive to urgent deadlines and demonstrate initiative in interpreting briefs and adding creative value. We highly recommend the Boldfish team.”


Contact

[email protected]
03 9894 0548

Bissell partnered with Boldfish for local creative support to review and improve their brand design and digital/print marketing communications.

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