Arena blinds is the commercial arm of a major household brand, supplying blinds, shutters and curtains to independent retailers across the UK and Ireland. Since it’s inception, Arena had had no significant marketing investment and the brand was in need of a refresh and a focused marketing plan. Working closely with the internal design team, we were tasked with reviewing their existing proposition and supporting them in delivering their integrated marketing plan.
Starting with the brand review, we provided the client with a range of options for consideration, based on what had gone before but pushing the brand ID further forward without risking any of the investment to date. The option chosen was a re-interpretation of the original, making sense of the marque’s presentation via a greater focus on the management of the brand assets, colours and supporting typography. Sub-brands, such as the Aquarius, Sherwood and Expressions product ranges were then also reviewed and brought in line, controlled by the creation of a clear brand guidelines document.
The sales and marketing collateral was next to be addressed, this comprised three comprehensive point of sale fabric books, press advertising, a 28pp brochure and an interactive sales aid for their reps to use. We handled the design and print management where applicable, co-ordinating multiple processes, ultimately providing the timely delivery of all marketing collateral for launch.
In tandem with the branding and printed resources, we also redesigned the Arena website. From wireframing through design development and application, working closely with the Arena in-house team to deliver a core sales tool.