ICON IMAGING CASE STUDY

FEATURED PROJECTS

Rebrand
Visual Rebrand Components: Logo, Type and Color System, Americana Style Context

Stationary
Business card and versioning, Letterhead, Envelope and Mailing System

Blister Packaging System
DecoPlate 35, DecoRack 5, Varying Sizes from 3.937x7.125 to 20.75x12.125 inches

Unique Packages
DecoSwitch, DecoOutlet, MyPhoto NiteLight

OVERVIEW

Foundry Zero (FZ) designer Daniel Gallant established a sustained relationship with Georges Direct doing a series of cooperative projects starting in 1997. After tackling successful projects for clients Progress Energy, Zurich Direct and Verizon, Chrysanthe Georges knew Foundry Zero was the perfect resource to handle a large project for Icon Imaging, Inc. This project required an end-to-end rebrand, including stationary and a large series of blister packaging.

A key issue while tackling the initial creative phase required understanding the context of the colorful classic imagery being used on many of the products. Sold primarily through the Arts & Crafts market, Icon focused on traditional classic imagery and textures from eras and subjects spanning beyond the last century. Rooted in this theory, FZ decided to design with a more traditional Americana style in the core rebrand structure.

PROCESS

Fortunately, FZ benefits from significant knowledge in both art and design history. Tapping that knowledge base (and bolstering it with additional research) brought up the root Americana style that embodied and complimented much of the imagery in the product line. After that, finding a common “icon” that could represent a visually varying product line became key to the rebrand. This became evident when initial logo explorations spanned 20+ iconographic concepts that required pairing down to give or take 3 directions.

Beyond the initial logo, type and color systems, most of the design application included creating a flexible blister packaging system. This required choosing an effective neutral color and finding a common structure that would serve to visually differentiate the variety in Icon’s product line. It didn’t make sense to create unique sub-branding logos for the existing common naming system: DecoPlate, DecoSwitch, Deco Outlet, etc. Instead, a thoughtful color system was adopted. From this finalized design structure, the packaging production encompassed designing fronts and backs for blister packaging sizes that varied from 3.937 x 7.125 to 20.75 x 12.125 inches.

The project’s finishing phases involved designing for miscellaneous products identified in the original product line analysis as well as development of a unique packaging concept for the MyPhoto NiteLight. The MyPhoto NiteLight served as a proving ground for the core brand system by creating a juxtaposition that suggested using any type of image (versus the company mass producing a single image) while still complimenting the rest of the product line.

CONCLUSIONS

Icon Imaging serves as a strong example of a direct mail marketing firm relying upon a thoughtful designer who specializes in brand development and design production. It shows how Foundry Zero can effectively analyze and apply an aesthetic style to compliment challenging, ever-expanding product lines.