Closet Dimensions 
A New Identity and Direction for a New Owner

Handled correctly, an image update can bring a company to a new level of effectiveness and focus it for future growth and prosperity
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   Click on the logo for before and after pictures

Situation
Closet Dimensions, a  company providing personalized storage systems for every area of the home, had recently been purchased.  The new owner wanted to expand the business and bring its promotional efforts to a higher level  of professionalism and quality.  She needed a marketing consultant with the know- how and contacts to roll out a successful marketing program quickly and effectively.

Solution
BigPond Marketing was chosen for the job and given the immediate task of updating Closet Dimensions' home-spun marketing programs.  Top-of-mind was the need to move from an outdated marketing approach into a  professional operation that still maintained the personal touch.  In the process, Kim developed a fresh identity for the company to help it sustain business while also differentiating it from a wide  field of competitors with similar-sounding names.

In a matter of days, Kim assembled a top-notch team to handle the project, and developed a strategy for completing the project deliverables from concept to  delivery in only eight weeks.

Through a market assessment, Kim saw an opportunity to enliven Closet Dimensions' image and differentiate the company from its competitors through a campaign that focused on  the people who use the customized storage solutions. The brochure was revamped with new photographs and an emphasis on satisfying the needs of individuals.  A new "What's In Your Closet?"  direct mail and advertising campaign highlighted customers' varied interests and storage needs.  The slogan Kim created, "For Every Dimension Of Your Life," further reinforced the corporate  name and positioning on all materials.  Under Kim's guidance, the team created a new, more modern corporate logo that could be transferred to all company divisions.   

A new personality emerged - one that was fun, professional and strategically appropriate.  The materials passed the most rigorous test of a  program's success - they received rave reviews from the company's sales and design team who would use them day in and day out to sell the customized closet systems.