Vax
Vax, based in the Worcester, is the UK’s largest Floor Care specialist.
As of September 2006 Vax became the UK's number 1 floor care specialist as unit sales overtook the market leader. IE Design Consultancy were initially employed to reposition the Vax brand, retaining the value aspect and complimenting it with additional values including expertise, technical innovation and care. To create Brand Communication Guidelines covering print design and screen based manifestations of the brand and with a specific remit to concentrate resources upon catalogue-based advertising e.g. Argos, Littlewoods, Empire, Grattans etc.
Route
Vax used MediaCom (the UK’s largest media buyer) to select the best Midlands based Brand Consultancies and to manage a 5-way credentials pitch. Three agencies were selected to present a creative pitch. IE Design Consultancy was appointed in November 2005.
Background
Having become No.2 in the Floor Care category Vax recognised that the brand lacked a consistently managed, recognisable image. Whilst name and logo were non-negotiable the long-term absence of disciplined application had resulted in a confusingly diverse visual identity. Vax recognised that they had gained their current position through an almost exclusive appeal to consumers on the basis of no nonsense value.
Brief
To reposition the Vax brand, retaining the value aspect and complimenting it with additional values including expertise, technical innovation and care. To create Brand Communication Guidelines covering print design and screen based manifestations of the brand and with a specific remit to concentrate resources upon catalogue-based advertising e.g. Argos, Littlewoods, Empire, Grattans etc.
“Congratulations on winning the pitch. It was a pleasure to see design with such clear strategic thinking. IE Design Consultancy was by far the best and certainly, in my experience, presented some of best work I have seen. I look forward to working with you in the near future.”
Marketing Communications Manager, Vax
Service Offering
- Brand Audit
- Creation of Brand Communication Guidelines
- Application of new guidelines to full range of catalogue pages and packaging ranges
- Ongoing provision of consultancy, packaging design and catalogue page layout
- E-commerce web design, programming and support
- Exhibition design
- Point of sale design and production
- Video and interactive media
Timeframe
Original commission lasted 8 weeks from pitch to delivery of Brand Communication Guidelines. Additional work ongoing.
Outcome
Brand Communication Guidelines have been delivered. Vax appointed IE Design Consultancy to carry out all packaging design and catalogue page layout as of December 2005. Designs were refreshed in late 2006 and a new e-commerce website launched. New product launches are currently underway for 2007. IE Design Consultancy also continues to maintain Vax’s ecommerce website (currently generating over £4,000 of sales income per day). Sales through www.vax.co.uk increased by 80% in the first quarter of 2007.
If you are interested in speaking with Vax about our work or would like to find out more please contact us for further details
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