Copy: Better artist than salesperson
Signage for art fair booth.
During a website optimization project at Continental Refrigerator, which included SEO improvements and a web-based product catalog for 2,000+ variations, I identified a strategic opportunity to enhance our overall messaging through a targeted campaign.
Mission: Reinforce messaging about customizable products
Action: I noticed an opportunity to improve
Create a new campaign that incorporates three parts:
a new logo, a series of branded graphics that communicate the idea of flexibility, and a tagline
Create a new campaign that incorporates three parts:
a new logo, a series of branded graphics that communicate the idea of flexibility, and a tagline
I took the company logo and reimagined it with the flexibility wordmark previously used to describe product flexibility. It was important to create a continuity and stronger connection between the brand and what distinguishes it.
This logo connects Continental Flexibility to Continental Refrigerator.
This logo connects Continental Flexibility to Continental Refrigerator.
Graphic. When you pick up a Rubik's Cube, you're inclined to tinker with it.
That is exactly what the company wants customers to do if they need to move the condenser, add storage, or cut an extra opening in the worktop to accommodate a special use.
The toy-inspired branded graphic is a quick, visual suggestion to tinker, create, and innovate that repeats the shape and form of the product line and uses the company's branded color scheme.
That is exactly what the company wants customers to do if they need to move the condenser, add storage, or cut an extra opening in the worktop to accommodate a special use.
The toy-inspired branded graphic is a quick, visual suggestion to tinker, create, and innovate that repeats the shape and form of the product line and uses the company's branded color scheme.
Finally, the tagline, " Your business is unique, your equipment should be too," ties it together with words.
Campaign, Concept, Logo, Graphic, Copy
SEO Aside:
Within 6 months, I increased organic search impressions from 1042 average daily impressions to 3241, 211% increase
Within 6 months, I increased organic search impressions from 1042 average daily impressions to 3241, 211% increase
Copy: Don't Settle for Standard
One marketing goal was to capture and convey the idea that their kitchen equipment could be customized, built-to-order based on the end users' needs.
I came up with, "Don't Settle for Standard" because it implied the products were above the others, and that standard is ordinary. If you don't buy these products, you'll be getting a sub-par product.
I took it as a compliment to see they had used my copy in social media campaigns.
2022 Restaurant Guide - Cape May County Herald
