IS YOUR BUSINESS READY FOR A REBRAND?
Local and well known Darling Downs Optometrists Chas Sankey Fraser has undergone change and brought new life in their business with a rebrand. As a part of this we developed all sorts of amazing collateral and brand elements that we want to share with you.
It also begs the question – could your business be ready for a rebrand?
THE BRIEF
After 26 years, Chas Sankey Fraser was moving from one high profile location in Toowoomba to another and there was concern existing clients would not receive the message of the new premises. With the unique business ownership structure within the group we also needed to create a unique identity for Chas Sankey Fraser which would allow current and new customers to connect with the brand, be aware of the location change and continually make recurring appointments.
OUR SOLUTION
In order to rid any worries of losing customers with the move, a rebrand and an educational campaign was developed to ensure the move was seamless and Chas Sankey Fraser customers remained connected.
As a part of the rebrand we updated their existing logo. Using a type based logo for greater flexibility, we integrated an elegant, high-end font drawing inspiration from exclusive fashion brands & the high fashion frames that Chas Sankey Fraser stock.
We selected plum, burgundy, taupe and merlo colours to add to the sophistication and royal feel of the brand and created a graphic device of a repeated glasses frame image that complements and supports the logo.
A brand rule was developed that all photography needed to meet certain criteria such as depicting the ‘lifestyle’ around premium glasses, rather than just the glasses as a product. We also ensured both males and females were represented in the imagery. We updated a letterhead and business card to ensure consistency across touchpoints and a brand new website was developed using design consistent across all the other elements. Wording was developed for the website to reflect the sophistication and specialties of the Chas Sankey Fraser team and meet SEO and industry-best web practice.
Two separate marketing campaigns were also implemented. The first being an abandonment campaign using vintage imagery and in-store incentives to engage with customers who no longer visit Chas Sankey Fraser, encouraging them to visit again and also inform them of the new location.
A recall campaign was also issued to more regular customers, using bold imagery and incentives to reach out to existing clients who may be due for their regular appointment. This campaign assisted in generating bookings but also to communicate the message of a relocation.
WHERE IS THE BRAND POSITIONED NOW?
The rebrand of Chas Sankey Fraser successfully retained customers throughout the move of their premises. It has also reaffirmed their position as a premium service offering with skilled optometrists who use the latest technology, techniques and methods, where customer service is crucial, and superior products are aplenty.
SEE SOMETHING YOU LOVE? SHARE IT!
>> VIEW OTHER POSTS
You’ve built a successful business. But is your brand doing the same heavy lifting?
This piece explores how to spot untapped potential—and why now’s the time to take it further.
In a competitive marketplace, your brand is one of the most important assets for your business. It’s the first impression you make on customers, the public face of your products or services, and how other people talk about you when you’re not in the room. Your brand is much more than just your logo and tagline. It’s a valuable sales and marketing tool that works 24/7, to attract new customers, encourage word-of-mouth referrals, and solidify your market position. That's why it’s important to keep it up-to-date and ready to showcase your business’s best qualities Ask yourself: Is it sending the right messages? Does it create a positive first impression? Does it feel authentic to your business and accurately represent the quality of your products and services? If branding isn’t your bag, don’t worry - we’ve created this guide to help you figure out if it’s time for a brand refresh. Here are 5 sure signs it’s time to invest in refreshing your brand.
With dms CREATiVE’s branding expertise, Zing Property has a bold, vibrant presence in the competitive real estate market. See what we do to help brands thrive.
This brand new brand was the result of a focused collaboration with dms CREATiVE, aimed at reshaping the existing brand identity to better align with Verax's ambitious goals.
START A CONVERSATION WITH dms CREATiVE!
If you would like to talk further about engaging our services, please give us a call or fill out the form below to arrange an obligation-free meeting.