Page 190 - Visual Marketing

79. Is Your Name Defining You . . . Negatively? Renaming
a Business Leads to More Sales

Upon hearing the name
Clements Horsky
Creative Directions,
you probably have no clue
what the company does. The
print production management
firm realized this problem and
went to Visual Dialogue and
Rick Rawlins Work to get help
rebranding both its name and
its marketing material. Despite
the fact that the company han-
dles print production for designers, its own marketing collateral had
an “amateurish and haphazard look,” according to Fritz Klaetke of
Visual Dialogue.

169 V I S UA L M A RK ETIN G