The traditional content for a design case study would be a series of challenging, edgy images evoking the emotional dichotomy inherent in the below-the-line informed attitudes that permeate our post-millennial continuum.
There's nothing challenging or edgy about the images above. And I don't know what the rest of the sentence means. Listers are a trade supplier. They work in a pragmatic world, so we've developed a pragmatic brand. So what's it doing on a page about design?
My point here is that design has to be fit for purpose. You wouldn't mend the lawnmower in a white dinner jacket. I've included the Listers branding because it works. It's recognisable, it's clear and it fits its marketplace.
But because Listers sell only through installation companies it's difficult for them to reach the consumer. So we came up with Elitis, a consumer brand for windows, doors and conservatories. There has to be a carefully maintained distance between Elitis and its parent company to reassure installers that their customers are their own - in the words of Listers' strapline: There's no competition.
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Working Advertisement Design The Listers advertisements appear in the main trade papers. We've aimed squarely for a consistent approach of information-rich insertions and propositions that talk directly to what an installation company really wants. |
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Taking the Design on the Road The Listers service and delivery fleet provides ideal mobile hoardings in sizes from light vans to large HGVs. We've made sure that the vehicle liveries echo the trade advertisements to provide the essential visual link that keeps the brand in mind. There's no competition, the strapline we developed for Listers, is an essential part of the message, underpinning that Listers don't compete with their own distributors (unlike most manufacturers) as well as making a strong quality statement. |
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Two Faces for the Web To allow the Listers trade brand and the Elitis consumer brand room to breathe we've developed two discrete Web presences. The new Listers Website is entirely trade orientated, while the Elitis site is aimed squarely at the consumer. Notice there's no trace of Listers branding on the retail site. This is intentional as it allows Listers customers to use the Website as collateral in their own customer offering. In fact approved Elitis installers are able to build their own personally-branded version of the Elitis site. |