Integrated Marketing – Design & Why Form is Function.
Regardless of whether it’s corporate communications, a website, product, package, building, or interior, design is often a determining factor in its success or failure. Just as a poorly designed tool adversely affect usability, a poorly designed website has a negative impact on the user experience, and a bad user experience creates a negative perception of the brand. A great product, poorly packaged fails to gain market share, while a great package fools people into purchasing, if only once, an inferior product.
At Focus Integrated Marketing, we believe good design must permeate all aspects of a brand, from the online and offline communications, to the product, service, staff, vehicle, and the exterior and interior of a facility. There’s more than a logo. A recent example of how good design was integrated across multiple channels and touch-points of a brand is our Spaces Self-Storage client. Recently voted the “Best Self-Storage / Public Storage Facility in Toronto” in a post by BlogTO, our integrated marketing communications plan influenced virtually every aspect of the brand from the exterior of their building and service vehicle to their website and direct mail piece. What’s important to realize is how the holistic design has influenced the entire experience, bringing an upscale feel to what has traditionally been a down-market, grungy, low cost service.
Our foray into architectural and interior design also includes work for Langston Hall, an exclusive boutique condo development in Toronto. Package design experience includes work for Cherry Lane, a premium, anti-oxidant rich tart concentrated cherry juice now sold at Wholefoods and other fine health-food retailers.