It’s no big headline that smartphones are dominating the way we live of our lives.
Canon saw their buyers falling out of love with the category, as their products were being were being over-casted by new technologies in the retail space. They also faced a constant challenge in the manner in which their products are presented in store. Principally, their products are sold through on and offline mass and independent resellers, meaning that Canon have no control over their brand and are not able to create brand consistency from store to store, or reflect the premium flair that they want to.
Historically, the camera market has never had to work hard for sales.
This fuelled a retail brand re-skin in 2017 and a host of growth driver programs which are currently progressing to live market trials.
As part of the global communications strategy for Canon, we designed the Retail Brand Design system toolkit. We utilised the iconic semiotics of the brand to ensure that the brand was represented consistently across every touch-point and to make sure it achieves immediate recognition, maximum disruption and clear recall. The system is designed to drive conversion in a range of scenarios from stand alone to seasonal campaigns and NPD launches.