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New Zip cable Tray logo image     Hilton Hotel logo image       confusion image
Re-branding Revenue-Development Up-Date Branding Plain Confusion

Branding: Case Studies

New Zip cable Tray logo image     Zip New branding catalogues Zip Web site       zip seo collage


ZIP CABLE TRAY (formerly RangeRack)


This company has been in business for decades, serving the electrical and telecom trades. In their expansion plans, they wanted to expand their geographical market, and while they did begin to penetrate by using a few dealer agents, the cost and management time required was not giving a great return on investment.

So, we recommended they use the web to do more marketing for them. We recommended that they re-brand themselves to be more memorable and let a new name define what they do and why they are better [unique selling proposition].


Their old name did not define their product - 'Range Rack' said nothing to any new client. We reviewed why their product was better than the competition - quality manufactured, quicker delivery, lighter weight, faster to install, made locally.

Together with the client, approximately 50 names with 2-3 variations of each were listed, then short-listed to 15-20. We felt the name should be available as a domain name as well, so this brought the list down to a handful.


The name seems obvious now, but the process to get there took months.


New logo was designed - which in itself, took several weeks of designing options and tweaking the one chosen, and then applying it to corporate stationery, labeling, and of course website.

Given that the website was to become their main marketing/sales tool, a complete overhaul of the look and feel of the site was developed, while retaining its ease of use for ordering and technical information and referencing. An on-line catalogue which makes a client's job easy and fast, just reinforces the name.


Search Engine Optimization, was implemented to get their site top ranked for dozens and dozens of generic searches, and monthly monitoring ensures they continue to be so by adjusting SEO parameters based on actual usage/hits.


Zip has expanded their geographical reach and scored new clients. By linking Range Rack to their new name, existing clients have not been confused, and in fact have commented that ZIP is truly a better name reflecting what they do and their products' benefits.

New complimentary dealerships have also been forged, which no doubt were assisted by the modern and strong corporate image.
Hilton Hotel logo image     Hilton Room service menu    Hilton mini brochure


HILTON HOTELS Revenue Development in Room Service


Catering/special events were doing well, as was in-hotel dining rooms, but room service was not and was seen as an opportunity to utilize the excess kitchen capacity with minimal marginal cost and good marginal revenue. The Dorval Airport hotel menu was close to photocopy-grade material, with a list of items and prices. No mouth-watering appeal, and certainly not producing an spontaneous buying behaviour.

Target Market Identification:

Hilton hotel patrons expect high-end service and food selection and quality. Our market research showed there were several targets:


Once the target markets were identified, the Chef developed a range of menu options ranging from 3-course high-end menus with complementing wines, to gourmet burgers, sandwich trays and TV snacks.

We designed a colourful, easy to navigate menu that would encourage window shopping and spontaneous buying by executives, couples, families, and kids. Menus were slightly oversize and laminated with a glossy finish to both attract as well as improve durability.

Our research also identified that Hilton-level patrons were not impressed with the retail pricing model of $9.99, so we priced everything in round numbers - $4, $20, $31, etc. This "classy" approach was more in line.

We then produced some original photography as well as sourced some generic shots that reflected the actual dishes offered. We did not want the items ordered to arrive at the room looking less in quality or quantity than shown on the menu. Selections had to meet up to or exceed the buyers' expectations as seen in the menu and as expected from the Hilton brand.


Room service tripled. And the revenue was all "extra". Staff and kitchen time were already there and food wastage was reduced. In client comment cards, there was a dramatic positive reaction from new and returning clients.

At the next regional meeting, the Dorval Hilton model was presented and adopted by all Eastern Canadian Hilton Hotels. We worked with each hotel to tailor to their specific needs to produce individual room service menus.
WFSJ New logo image


WFSJ World Federation of Science Journalism


This is an International organization of Science Journalists with extremely high credentials in various fields. They had the same logo/image they started with a decade ago, but with their much larger scope (51 member nations, and growing), and level of professionalism and peer-esteem, it was time to bring their image to a significant level.


We reviewed what image awareness would cross multi-cultural and international boundaries, reflect a high level of journalist professionalism, and be instantly recognizable and become memorable as a brand.

We then produced 4 widely different options in draft form as a basis for client discussions, after which we narrowed the focus and went through 5-6 permutations of development, resulting in the final result.


Multi-colour reflected international flags without focusing on any recognizable nations. The swirl symbolizes the round-the-world market the organization serves. The font is modern, bold, and self-confident. The logo stands out on any scientific literature the organization publishes and campaigns the organization produces, as well as on the web, trade show material, and of course business stationery.

The new image brand was very well received by affiliated journalists and member nations at the World Conference of Science Journalists.



"erosion of brand ..." Does your print material show different colors, fonts, or layout of your message from that on your website?
confusion image


This can cause an erosion of brand image and maybe even confusion as to what your value might be to a client. We worked with one client who had packaging designs with a strong blue and green palette, yet if a client went to their website, the layout and colors were totally different. A client would be second guessing that the two sources of information were one and the same. And, if the client had used the web to source a product and then went to the retail store to purchase, brand recognition was gone.