Client: Forecast, a boutique clothing and home accents store in D.C.
Job: Rebrand the 28-year-old store to give it a more sophisticated and contemporary feel that will attract new customers and impress the current ones.
Agency: Arketype Inc. in Green Bay, Wis.
Theme: Sophistication and style. While Forecast serves an upscale clientele, the store itself was rather plain. Arketype was charged with creating a cohesive brand for the store that would reflect its customer’s style.
Forecast is a typical example of how a retailer can concentrate so much of their attention on the day-to-day business that they neglect their brand image, said Jim Rivett, Arketype’s creative director.
“There was little continuity or cohesive brand message going out to Forecast’s customers,” he said.
The Concept: The agency re-branded the store across the board, with a new Web site and a slew of new accessories, including shopping bags, gift certificates and business cards.
A simple but elegant logo on a pastel green and blue palette replaced the shop’s old navy and gold color scheme.
The Plan: With a uniform look integrated into the store’s marketing collateral, Arketype organized a direct marketing campaign and launched the redesigned Web site.
Creative Team: Jim Rivett (co-principal, creative director), Megan Pichette (account manager), Luis Avalos (designer), Laura Treichel (designer), Robb Mommaerts (designer), DeGaull Vang (Web strategy and design)
Background: Arketype Inc. is a strategic marketing firm with consumer and business-to-business clients.
The agency, founded in 1992, offers a diverse range of services from multimedia production to original textile design.
Working on Next: A video for The Museum of Contemporary Art Chicago, a Web site for the John Michael Kohler Arts Center.
