Selling the Package
Branding | Strategy | Print Design | Web
All about some heritage
As a pioneer in the life safety solutions industry, Dual-Lite was fortunate enough to have experienced growth as a result of their heritage. Increased Asian competition required them to re-evaluate their brand and develop new growth goals. Rather than selling life safety products; exit signs, exit lighting, etc. we proposed they sell product groupings to solve the problems of specific vertical markets. Previously their marketing looked like the following…
The original logo was a little messy. This one has actually been cleaned up and straightened with some attention given to letter spacing. It looks like it was scanned at some point and then vectorized. We wanted to make some subtle adjustments.
This is the logo after we adjusted it to maximize readability. It felt better a tiny bit bolder and with slightly rounder corners but the client was afraid to stray too much. We all could settle here and it is a definite improvement – especially in reverse.
Searching for an advantage
After speaking with internal constituents, contractor decision makers and building owners to determine what the critical factors were when selecting life safety components and systems it was clear we were in a commodity pricing war. Focusing on “life safety” shifted discussions away from meeting codes to saving lives. We convinced Dual-Lite to look at the entire product line as groupings and packages. “Life-Safety Solutions” was taking shape.
Everything you need to start selling solutions
New collateral was born. Incorporating overviews as to the importance of Life Safety to their customers, made it easier for them to see the connection of the products to the bigger picture of saving lives.
