Branding "Delta Inspiration"

The owner of Delta Inspiration, Mr. Cornel Popescu, contacted us in early 2009. His company is specialised in designing and manufacturing yachts joinery, custom cabinetry and high end furniture from selected rare and exotic wood and using advanced technologies that ensure uncompromising quality. His furniture is found in houses in many of Vancouver's upscale neighbourhoods as well as on many large yachts, as that is his company's main target market.

Initial discussions showed that the existing corporate branding strategy and brand visual elements are somewhat disconnected with the most current successes and with the direction of the company. Also, canvasing former and existing customers and prospects, a specialised survey indicated that the large majority of the respondents, while aware of the company and its products, could not associate it with elements of its visual identity. To address these gaps, SmartPhotos was commissioned to build a new visual identity that enhances the corporate brand and supports the new marketing strategies.

We started by building a new company logo. One that better represents the business is simple and easy to understand, and customers can easily relate to. All business cards have been redesigned using the new visual identity elements, to maximize brand impact. All company's stationary have also been redesigned using the new visual elements of the brand. We went further and branded all work-wear, so customers and prospects can easily identify Delta Inspiration technicians and installers. We designed and printed branded vehicle wraps for company's van.

In the following months we started to work on new marketing material. We started by capturing all relevant industrial photography material from the moment the wood arrives into the factory, to the moment the custom furniture is packed and ready to ship. We followed the teams of installers and captured interior photographs of completely installed end-products. Must say that our mobile professional photography studio came in very handy while on location taking industrial or interior photographs.

The third stage of the re-branding activities had SmartPhotos create the first promotional presentations using the new visual identity elements. We have also designed and printed flyers that were mailed to customers and prospects, as well as new branded labels for the furniture.

As the internet plays a very important role in establishing, promoting and sustaining the new visual identity, SmartPhotos designed and built a new company website (http://www.deltainspiration.ca) and promotional e-banners for internet advertising.

Finally and as an ongoing activity, we produce tradeshow supporting material, presentations, flyers, roll-up banners, multi-media presentations, and promotional items like branded calendars, branded t-shirt, branded hats and branded bags.

You can find out about the results of our work on Delta Inspiration's new visual identity in the "Testemonials" page, where Mr. Cornel Popescu shares with our visitors his experience with SmartPhotos.