HOW PROGRESS FLIPPED the Switch on a New Brand MESSAGE.
a new way to feature bright ideas.
Progress Lighting is one of the largest producers of light fixtures in the United States. With hundreds of showrooms across the country, Progress is a well-established player looking to expand their audience to the emerging young family demographic.
The new marketing team set out to revamp the Progress print product catalog as well as their quarterly publication, Experience Progress.
The design team reviewed dozens of comps and spreadsheets: price points, SKUs, page budgets, anything that could give us a better sense of Progress' brand positioning and how we could shift the company's messaging. How do we frame the conversation for different audience segments, from the high-end three-tier crystal chandelier to the builder-grade standard acrylic melon?
After a face-to-face meeting with the Progress marketing team, we devised a new publication structure and distribution timeline for Experience Progress and the biannual catalog to create new targets for focused brand messaging and to bring down production costs through a slimmer page count.
EXECUTION AND RESULTS
The design team formulated new spreads and layouts for the product catalog and Experience Progress. We also provided copywriting services and creative direction, delivering a comprehensive package that allowed the marketing team to make the best possible decision for their company and their customers.
The catalog is currently estimated to come in at least 100 pages slimmer than the last volume, reducing overhead costs by 10 percent. Experience Progress is slated for an initial print run of 25,000 for display in showrooms and trade shows across the country.