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Ed. note: This case study is a selection from the
2011 “Making the Case”
competition, in which an esteemed jury
identified submissions that demonstrate the value of design in a clear,
compelling and accessible way. It serves as an example of how to explain design
thinking to clients, students, peers and the public in general, based on
The objective was to create a new brand for a
well-established home storage-product company with a goal to be the
style and innovation leader for home storage and organization solutions.
During its first 20 years, MadeSmart primarily provided product
for private label. But as the economic environment changed, retailers
were not as interested in private label opportunities. However, the
years of providing product for licensing left the MadeSmart brand
without a voice of its own. Its existing branding was not
in line with what it was currently as a company and where it wanted
to go in the future.
MadeSmart produces a collection of products for the home that work as well
as they look—helping millions of people get their lives in order, in
style. Their products make it fun and easy to organize your life and put
everything in its place.
The target audience of MadeSmart is defined by the company as the “Modern MadeSmart Woman.” She is described as follows:
She’s always on-the-go with kids, work, sports, vacations and life. Her home—often referred to as Grand Central Station—is her domain, and she takes great pride in keeping it under control and in style. She’s a savvy shopper and gets into “the hunt.” She knows what she wants and needs, but sometimes not until she sees it. Her friends are always asking her, “Where did you get that?” She has an eye for discovering high-end products that are designed well, yet priced right. From Nordstrom to Costco, Ann Taylor to Target, she seeks both style and value, always finding the perfect mix to make her feel smart and satisfied. Having order in her crazy-busy, on-the-go life is a basic need. It keeps her balanced and sane. The act of putting everything in its place is therapeutic for her. It’s
rewarding, fulfilling and brings her a sense of peace—and control.
In the home storage/organization market, MadeSmart’s main competitors are:
Our main source of research and information comes directly from our clients. They know their business better that we can ever hope to learn during the duration of a project. During our brand DNA process we are able to gather all information necessary to create an effective and beautiful solution. Our DNA process began with performing a discovery meeting with MadeSmart to define the distinctive differences that sets them apart from the competition in their industry. We accomplish this through a series of analogies and questions that helped us to define the essence of the brand tone, voice and personality.
After performing the brand audit, it was clear that the current brand tone, including logo, was not in line with the direction the company was going. Our biggest challenge was to get the owner to acknowledge this and to step away from the current logo that was created by her father 25 years ago. Sometimes the emotional connection to the past is hard to let go.
By performing the brand audit and laying out the DNA and seeing the list of words that described the personality of the brand, it was clear to the owner that the values and goals of the company were no longer being represented in current logo. From this, we received the green light to redesign not just the packaging for the product but to redesign and message the entire brand: the business system, advertising, direct-mail campaign, website, packaging, in-store POS signage and fixtures.
After reviewing the words from the DNA and the imageboard, it was clear that the existing logo no longer reflected the creative strategy. We went through a brand exploration to find a new mark that better represented the updated focus and aspirational feel of the brand. By defining the brand’s distinctive differences from the competition and then juxtaposing these differences with the desired responses from the defined audience, we were able to come up with the brand’s central message that spoke to both the form and function of the brand. Organize with style.
We also helped bring the new brand to packaging and direct mail. With the new MadeSmart brand tone, humor and wit were infused into the messaging, helping take the chore out of personal organization while reflecting the new direction of the brand in a simple and updated way. The tongue-in-cheek approach to the messaging helped to create an emotional connection to what could be an unemotional purchase of a utility item.
While we are very happy with the outcome of this project, we believe the best measure of the effectiveness of a project is through positive feedback from our clients. Below is the feedback that we have received from MadeSmart regarding their brand refresh.
Quotes from client:
The redesign of the MadeSmart brand and identity has had a large positive financial impact on our business. The old branding and packaging required photo shoots and thus continuous updating. Additionally, the old design was 6-color printing. The new ?design has replaced the photos with informative yet fun copy and is only 2-color printing. This new design has saved MadeSmart 26%, or $50,000, in printing costs annually and photo shoot expenses.
The new brand refreshed not only our products look on the shelf at national retailers but it also improved our overall presence as a company, strengthening our position against our large competitors like Rubbermaid and Sterilite. Our products are just as good as OXO and the others in our category and the new branding created an improved image that allows us to level the playing field. And the retailers have been generous with anecdotal feedback regarding how they love our new identity. It puts a smile on their face, reinforcing the power of making an emotional connection.
Since our rebranding process, we have also been featured in the local press. Our owner, Devee Joy, was interviewed on TV during the 2010 Maiden Minnesota event. Devee and MadeSmart were also nominated and won a small-business award from Twin Cities Business.
Learn more about the jurors’ thoughts on this 2013 “Justified” selection.
Section: Why Design -
This webcast is part of the “INitiative” webcast series, which offers diverse and thoughtful presentations by influential in-house designers.
A privately held electric car company, headquartered
in Southern California, sought to unveil its nontraditional vehicle in
an equally nontraditional space—a shopping mall.
Section: Why Design -
Competition, Design for Good, Justified, experience design, service design, ux design, strategy, sustainability
This toolkit—a downloadable booklet of activities that enables
groups of people throughout the world to collaborate on making
changes in their communities—encourages participants to develop problem-solving skills
while drawing on their unique strengths and perspectives.
Section: Why Design -
Design for Good, design thinking, interaction design, nonprofit, culture, diversity, international, social responsibility, strategy, sustainability
Seeds of the Cities
External Resources (cont.)