June 3, 2005

Re-branding effort promotes Traffic Series

Fairlawn, Ohio—Sire Advertising teamed with Korogard Wall Protection Systems in a re-branding effort to promote the company’s Traffic Series product line.

A market leader in the manufacturing of industrial strength wallcovering, Korogard introduced Traffic Patterns in 2000. The product, promoted for its design appeal and ability to withstand wear and tear, was then followed by the release of Traffic Lite and Traffic Weave. The trio of products is available in a variety of colors and patterns and was individually marketed as three options with varying degrees of durability.

After the third product was released, Sire teamed with Korogard in a re-branding effort to promote the trio as the Traffic Series. Initially, Sire developed the name Traffic Series with the primary goal of positioning the three as a series and clearly identifying the unique benefits of each level of protection. Prior to the campaign, Korogard dealers found consumers were unclear which product was right for them, and limited literature was available to reinforce the specific values of each product.

With this goal in mind, Sire initiated the campaign, with a concept that centered around an image of the traffic light. Each color of light represented a level of protection, tying the meaning of the signals into the durability of each product. To launch the new Traffic Series name and identity, Sire developed a square accordion-style brochure, which featured the specific products along with a chart rating the pros and cons of each product. Designed to be used in conjunction with the brochure, a slick sales folder was also developed and mirrored the same concept. Inside the piece, Korogard dealers were able to place the brochure along with product swatches.

In addition to these two items, Sire also developed Traffic Series ads to solidify the new brand, and added a flash introduction to the corporate Web site. The presentation consists of a traffic light ahead sign with key phrases that are paired with the red, yellow, and blue lights. You can view the presentation at www.korogard.com.