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Established in 1929, Slater Harrison’s papers, boards and coatings are global brands sold in 80 countries worldwide. The laminated board, Colourmount, has been the picture framing industry’s favourite presentation material since its introduction in 1981 – but in the world of interior design, colours are constantly moving in and out of fashion. In 2011, preparing for the introduction of three new colour variations from the existing Colourmount range, Slater Harrison called in Fox Graphics for expert advice. The two companies began working together in 2009 and have forged a strategic partnership spanning International rebranding, photography, product brochures, advertising campaigns, exhibition launches, product disks and promotional merchandise. A fresh look at colour Working together in a series of brainstorming sessions, Slater Harrison and Fox Graphics created the concept of “taking a fresh look at colour” to launch the new Colourmount variations. The strapline featured as the promotional theme, accompanied by powerful branding and imagery for the three colour choices. Fox Graphics researched the concept, and art directed a studio photo shoot using a diverse collection of materials from cushions and perfume bottles to handbags, curtains, tassels and fennials. The importance of a successful launch for the new ranges was not lost on Creative Director at Fox Graphics, Kate Fox. “Colourmount is a vibrant brand with a highly successful 30 year track record,” Kate explains. “It was crucial to present the ranges in a professional way that would excite Slater Harrison’s distributors, and keep the brand fresh and current in the 21st century/current climate.” Stunning in every medium Throughout the creative process, Kate was acutely aware of the many ways the designs would be used. “Marketing the new ranges internationally has involved exhibition boards and stands, advertising, PR, branding packs for distributors and sales literature. The new ranges had to look stunning in every medium.” According to Director at Slater Harrison, Brian Bogie, they do just that and more. “Fox Graphics presents our products, our way. These commissions are impactful, modern and really have the ‘wow factor.’ Brian continues, “Involving Kate in this launch from initial concept creation has been hugely valuable. We achieved an elegant design solution totally beyond anything we have tried to do before. Kate’s hands-on project management has really smoothed this year’s Colourmount launch at the Frame Art Show in Milan.” Feedback from Slater’s Harrison’s distributors, international exhibitions, trade exhibitions and conferences, and the industry trade press has been highly complimentary. Advertising and editorials have already featured in ‘Art Business Today’ and in the German publication of ‘Der Kunsthandel’ magazine. “The 2011 Colourmount campaign has continued to reinforce and increase the visual presence and awareness of the product, and its position in the marketplace as a design-led product, and constantly refreshing brand,” Brian concludes. |
