After a partner split, Comp-Net Solutions, wanted a new brand to reflect the new and fresh approach they would take to computer repair. At the same time larger companies in their vicinity, Staples and Best Buy were expanding their services to include computer repair. To further complicate matters costs for new computers was dropping rapidly causing clients to opt to buy a new unit rather than have repair their computer. Lastly, we had to create two brand images for the B2C and B2B divisions.
Research showed that retail sales increased the longer consumers stayed in the location. In order to compete against their Goliath, they had to be branded as the experts in all things computer related regardless of division. An additional challenge was to not create a brand image that would date the business since computers and laptops are constantly evolving in design and aesthetic.
Equipped with in-depth knowledge of the target we created a brand image and slogan that would instantly associate them as the ones that will handle their computer issues in a professional and prompt manner. To do that we added a definitive article, “the” before the names of the two divisions Computer Service Center and I.T. Source. The logo utilized a heavy typeface on the articles “the”, “center” and “source” for future branding. They would be “The Center” and “The Source” for all things computer related. To underscore the expediency of their services we created the slogan, “click.done” which would often be how quickly they solved computer issues. In-store experience was completely redesigned by GP3 to facilitate longer customer stays which increased shopping times. To push other services in-store signage and videos were provided.
The grand re-opening was attended by the mayor of Quincy. Equipped with the new store layout and aggressive marketing strategy inventory continually sold doing better than previous years.