Selleys High Performance Range Creation [DRAFT]
[interview] the project story
Photo Credit : In house photography
Selleys needed to engage a consumer in a category dominated and driven by one of their core competitors. By launching a new range of trade orientated, high performance sealants with leading SMP technology, they created their opportunity.
Tara Power - Strategic lead
Steve Rischmiller - Creative Director
Nicola Richards - Senior Account Manager
Marcia Clapson - Account Manager
Greg Boulting - Design Director
Kaushik Badarinarayana - Designer
Fil Molitor - Artworker
Selleys engaged Anthem to create a series of sub-brands for the high performance segment, targeting a trade consumer with very specific need states in the construction field.
Our task was to create a range that spoke to the core attribute of each product as well as clearly communicate the leading and innovative technology included within the product, setting Selleys apart from their core competitor.
Within the initial phases of the project, we developed positioning boards to sit with each specific sub-brand. The boards expressed visual cues for the range, as well as sub-brand naming options, created by Anthem, that addressed the sub-segmentations of durability.
In working through this process we set the foundation for a simplistic range proposition, whilst taking into consideration four unique sub-brands.
Anthem’s challenge was to create own-able sub-brand identities for each range, as well as maintain a high performance range look and feel that appealed to trade/construction consumers.
The range also had to enhance trade credibility through the Selleys brand, as well as deliver master brand consistency. Selleys were previously seen as a predominately DIY brand. Now they wanted to be leader in this category.
Our challenge was to also clearly communicate key product attributes across the range, whilst creating an icon/device to communicate the new SMP technology to consumers.
The chosen creative enabled the Selleys sub-brands to speak to the unique sub-segment of durability. It created a range that met the high performance category challenges and leveraged the master brand premise ‘If it’s Selleys, it works’.
Each sub-brand was represented through bold use of colour and strong photography, ensuring strong shelf standout was achieved.
A Selleys retail first was also achieved with this range, with all 17 products within the combined range being accepted into Bunnings for launch. Sales to date are going well and are above Selleys initial forecast.
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.