Your Success is Our Success

HollisterStier Rebranding and Awareness Campaign

Klündt | Hosmer was hired by HollisterStier Laboratories to undertake a brand identity analysis to develop revitalized visual branding for the company. HollisterStier had expanded their capabilities from the manufacturing of pharmaceutical products to include parenteral contract manufacturing for other companies. It was important to visually identify these separate lines of business while strengthening the overall visual brand of the company.

Working closely with key management, Klündt | Hosmer conducted a visual audit and determined that the visual brands for the parent company should be updated and launched at the same time as a new visual brand for the contract manufacturing division.

Specific tactics performed by Klündt | Hosmer included:

HollisterStier continues to work with Klündt | Hosmer in the development of print collateral, advertising, online surveys and event graphics with the goal of further increasing name recognition and industry awareness.

Once the revitalized branding had been developed, Klündt | Hosmer developed the "Think" Campaign to increase brand awareness and promote HollisterStier's name and unique pharmaceutical manufacturing processes. The campaign consisted of a series of ads, and a web site page. The ads ran full-page in industry trade publications. The campaign was bold and colorful, with clever copy that related aspects of human brain function to the power and benefits of HollisterStier's innovative manufacturing capabilities-hence, the "Think" concept.

The overall campaign was extremely successful and resulted in the HollisterStier name recognition increasing from 17% in at the Bio2003 Convention to 34% at the Interphex 2004 Convention-an overall increase in brand and name awareness 17% in one year.

58% of the Interphex 2004 attendees who recognized the HollisterStier brand also recalled seeing the "Think" Campaign. In total, 25% of the Interphex Convention attendees attributed their HollisterStier name recognition to seeing and reading magazine advertisements created by Klündt | Hosmer.

Itronix Corporation: Launching the GoBook MAX

The worldwide leader of wireless, ultra-rugged computing devices asked Klündt | Hosmer to brand and promote their new notebook-the most rugged computer available. We were faced with a lot to accomplish in a short period of time, under strict budget constraints.

Itronix Corporation wanted a product launch campaign that would speak to potential customers in telecommunications, utilities, public safety, military and field service vertical markets. The campaign goal was to generate 2,000 qualified leads in the first 90 days of the launch.

Working with key Itronix stakeholders, Klündt | Hosmer developed a brand platform; allocated budget for media and other deliverables; developed the product name and brand; and then implemented that brand through a systematic marketing campaign consisting of direct-mail, interactive email, a product Web site, print advertising, tradeshow exhibit graphics, PowerPoint presentation, a 20-page product brochure, interactive online demos, and a product/customer video and DVD.

The 90-day launch window resulted in double the client-desired lead response. Our efforts generated nearly 4,000 qualified leads for the Itronix sales team-double the anticipated response.

Pearson Packaging Systems

In Fall 2004, Scott Reed, Director of Sales and Marketing determined that the current Pearson Packaging Systems brand did not effectively communicate the company's strong commitment to continuous improvement, innovation and customer service. The current visual presentation and marketing messages did not properly represent Pearson Packaging Systems and its innovative role in the industry. This needed to change.

Pearson contracted with Klündt | Hosmer, to assist with the evaluation of Pearson's current brand identity, marketing materials and web site.

Starting with management interviews and answers from a corporate identity questionnaire, Klündt | Hosmer confirmed that Pearson's logo, corporate papers, web site, tagline and print collateral materials no longer properly presented the company as the industry leader, and did not reflect the innovations that Pearson Packaging Systems has pioneered for the industry.

Klündt | Hosmer began the rebranding process with the development of a more contemporary logo design. This design was approved by Pearson management, and the design was incorporated into a new stationery package.

The previous Pearson Packaging Systems logo:

The new Pearson Packaging Systems logo:

Additional rebranding was undertaken on Pearson Packaging Systems' tradeshow exhibit graphics, a series of print advertisements, the email and direct mail launch of the H380 Tray Former, and a completely redesigned web site that showcases the company's products and services.

A new tagline was also developed that emphasizes Pearson's commitment to innovative packaging machinery development. The new tagline reads, "Pearson Packaging Systems: Innovation in Every Case.™"

Scott Reed adds, "We feel that Pearson Packaging Systems now looks as good as we perform. The industry can continue to look to Pearson for unmatchable product innovation and customer service."