Opportunity

How do you steal a march in a me-too commodity industry where stodgy catalogs are the workhorses that carry the promotional load?

That’s the question Gemline marketing was asking themselves as they pondered ways to attract new customers, energize their sales force, spike the interest of existing customers...and shake up the competition.

At the time, Gemline was a top-two provider of commodity promotional products—bags, shirts, pens, and the like. Everyone in the industry produced catalogs with the same tried-and-true look and feel, typically straight-on product shots photographed against white backgrounds, presented a dozen or more to the page.

It was time to look for a different approach.

Outcome

What they were looking for was as close as the nearest catalog from companies like J.Crew and Brookstone—companies that market their offerings through fashion-forward emotion and lifestyle as much as description.

Gemline adapted those principles to their own industry. They put new emphasis on establishing a brand presence, and developed a ground-breaking approach to their catalog.

But they didn’t stop there. They also saw the wisdom of consistent branding across the complete range of communications, both internal and outward-facing. That included brochures, sell sheets, direct mail and tradeshow booths. When they were ready, they launched it on an unsuspecting industry. Results came fast, and sales spiked.

Within a year, smart competitors started to jump on the bandwagon. The industry had changed and Gemline was the leader. I helped them get there and stay there over the course of our eight-year association.

Services

Brand Discovery | Brand Identity | Messaging | Content | Tagline | Collateral | Packaging | Website | Illustration | Email Marketing | Direct Response | Sales Support | Video Animation | Print Advertising | Trade Show Graphics

“

Thank you for your extraordinary efforts on our brand, catalog and sales material. Your knowledge and dedication are primary causes for the great results. This year was our best ever!

— Bob Leavitt, Chief Marketing Officer

To say we appreciate you is an understatement! Your ideas, sensibility, subtlety, creativity and thoughtfulness (not to mention hard work) makes it a pleasure to work with you.

— Denise, Marketing Manager