MadAveGroup started working with American Frame in late 2016.
After conducting an in-depth discovery that included interviews, customer surveys, and a caller experience audit, we developed a full marketing plan for the Maumee, Ohio company.
At the heart of the proposed plan were two new taglines.
“Simple Sophistication” is the internal brand promise that informs all content creation. It sets the mood, defines word, image and color choice, and serves as a constant reminder of what American Frame is about for everyone on our team.
The phrase “Your Work Deserves an American Frame” is what consumers see. “The client serves painters and photographers who frame their own work to sell, as well as people who buy art to frame and show in their homes,” said our Chief Creative Officer Scott Greggory. “We developed a phrase that addresses both of those audiences. It speaks to the high quality of the products, too, as well as the high value that people place on the art they buy or create. The tag also reinforces that the product is made and assembled in the U.S.A. And it solves a problem that had caused our client a great deal of frustration: it can't be co-opted by their competitors, as so much of their other content has been over the years.”
Terry Lesniewicz, Chief Brand Officer of design2influence, lead the development of American Frame's new look. An Emmy Award-winning designer, Lesniewicz's comprehension and love of art made him a natural fit to uncover the brand's fresh visual identity.
The new logo incorporated elements of the company's past, keeping the pinwheel of mouldings, but presenting it within the company’s most popular treatment - a black frame and white mat.
The typeface was updated, changing the all-caps company name to title case for a smoother reading experience.
We also updated American Frame’s color palette, switching from bright primary colors to a range of more subtle and modern interior paint colors.
And since many of American Frame’s customers are professional artists, art collectors, semi-pro artists or serious hobbyists, we started creating content for the website that reflects and appeals to that audience.
The re-branded American Frame is turning heads. After the first 18 months, MadAveGroup grew the business, re-directing slumping sales figures and strengthening the brand. We continue to improve American Frame’s standing as the premier DIY framing destination for all artists.