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fuse
Background When foneGEAR entered the consumer electronics accessory market, cell phones came in a million different shapes, sizes and brands. They quickly carved out a niche in the industry with all sorts of useful gadgets - from phone chargers to headphones to cases. Success led to expansion. Soon foneGEAR had evolved into caseGEAR, gpsGEAR, teamGEAR, gearGEAR and others with more that 20 sub-brands clouding the market. And then came the smartphone. It was time for a fresh perspective. Curve Detroit went to work rebranding the company. With several months of competitive research, filled sketchbooks and digital prototypes, the new brand, fuse™, was released into the wild. The Work Curve started fresh by taking a step back to view everything from the products to in-store packaging to the website as a whole. Our first hurdle: the naming study. We crosschecked our concepts among market competitors to ensure the new brand name could relate to the quickly evolving industry. From merely a rough concept to a full-fledged consumer brand, fuse™ became a brand ready not only for success on the shelves but in all environments. Newly developed packaging gave Curve the opportunity to think outside the box and create new die lines, a bold color palette and quirky, relatable messaging. Curve gave fuse™ a unique, first person brand voice and executed it consistently across every consumer touchpoint. From business cards to sales presentations to in-store displays, the brand was quickly "fused" into something our new target market would grow to love. The 2011 Consumer Electronics Show served as fuse™’s coming out party. Our trade show environment exuded the fuse™ brand. It was a feast for the eyes and the ears of the assembled media and started a fun, conversational tone that continues today on store shelves. The Results With the strategic direction and creative execution of Curve, fuse™ has a new line of branded packaging that not only stands out from the clutter but also personifies personality. It wasn't long before fuse™ launched a fully integrated social e-commerce website with social integration and plenty of bells and whistles to go around. In the first quarter of the new brand release, sales volume increased by 20% and one of their top products, fuse InTune™ headphones, was featured on cnet.com - one of the largest tech news and review sites on the web. And to top it all off, retailers that never had given them a chance have now booked meetings to discuss how to get fuse™ on their shelves. |
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