Make the logo smarter.
I believe as a creative director I have an above average marketing imagination, too. This did not begin as a client call for a new logo. It only became a logo exercise after I was able to identify the greatest challenge the brand faced, with consumers, was in the constraints of its channel strategy.
I created a line "Soft made Strong" that gave the product a story.
We were able to refresh and revitalize the brand for the sales path intermediaries in a way that made it more meaningful to the consumer.
A logo guided by a line.
One of the leading names in carpets had come un-done..
What was once a brand had become something much less. As creative director I met with the client brand team. I suggested instead of one last promotion we could re-discover what was meaningful about the brand.
I crafted a line "Soft Made Strong" and turned to an excellent design team and created a logo that, in a quick look, sells a story.