The challenge: MacSuperstore needed to make a strategic marketing push. While growing their brand presence, they wanted to make the best possible use of existing printed assets while simultaneously refreshing their print and web designs. At the same time, as an Apple Certified Reseller, they had to adhere to Apple's strict branding guidelines and endure constant scrutiny from Apple's partner program management.
To accomplish this, I first evaluated their existing materials. Many of their materials were designed to appeal to young techies, but they were serving clients who were more family-oriented and also an older client base. We simplified the design, humanized the language we were using, and expanded their brand guidelines.
While we were able to gain significant rebranding cost savings by retaining some existing pieces such as the logo, uniforms, store design and vehicle signage, that left us with an outdated website and print advertising that wasn't converting.