Safety boots business climbs with
a little branding shine
Website Concept & Design
Brand Marketing Campaign
A safety boot manufacturer headquartered in Singapore was experiencing low brand awareness and recall for its high quality safety boots. It was part of a larger group of companies renowned for its manufacture of high quality polyurethane machinery. The company wanted to increase market share and grow its regional network of distributors. FT was engaged to create a new look for the company's products and to organize the brand launch. A major deliverable would be the dual-language consumer website with a content management system.
The FT team worked with the senior management to define the unique qualities of the product and helped to create a Manufacturer-backed Warranty program to encourage customers to try its products. The team conceptualised the brand positioning, tagline and brand identity, and also executed a whole range of related design collaterals including marketing materials, corporate stationery and retail packaging. FT consultants provided the web structure, web design and web copy and managed the user testing and acceptance process. A brand culturalisation program was conducted for internal staff with the emphasis on re-educating the sales team. Supporting the new look was a campaign to launch the brand through a variety of media channels, including bus ads along routes that plied roads in industrial areas.
The Leap Forward
The company was able to raise its image, value and consumer confidence with the new brand identity. The publicity campaign was launch just before the Christmas season, and boot sales significantly outstripped its original forecasts causing inventory stocks to run out. The new website also helped the company to attract, collate and filter online applications for new distributorship requests.rolex replica watches rolex replica watches replica watches for sales replica watches replica rolex watches