The Reliance Premiere Collection

Haag-Streit Reliance

Campaign | Branding | Video | Digital Design

Built to last. Designed to love.

CHALLENGE: Reliance Medical Products exam chairs have long been known for their durability and reliability. We were tasked with launching a brand-new lineup of chairs that shifted the focus to style: they featured sleek new designs with a variety of upholstery options. Our target was physicians who care about the “aesthetics” of their office. This time, it was all about the look.

IDEA: The big idea was to compare the chair’s sleek look to trends in retail interior design, promoting the chair’s high end, premium look and feel. Customization was also key to the initiative. These chairs were “Built to last. Designed to love.”

STORY: Doctor’s offices don’t usually scream “style,” but the Premiere Collection sought to change that. New design themes plucked from spa and retail environments brought beautiful, modern aesthetics to Reliance’s already durable and reliable procedure chairs.

In every way, the Premiere Collection was a new opportunity for doctors to draw patients to their practices. The only thing left to do was convince practice owners that decades-old interior design didn’t have to be their future.

We concepted four chair styles: Industrial, Lucent, Woodland, and Harmony. The names and narrative for each came from a unique inspiration of visual elements and sensory appeal.

To highlight the bold new designs and features of the Premiere Collection, we created inspiring digital and print assets, from swatch books to trade show videos to direct mail. We also developed a digital sales tool for laptop presentations.

Of course, we communicated the benefit to the physician – setting one’s practice apart with designs that reflect a unique sense of personal style, making patients feel more welcome, and adding legendary Reliance durability to the office.

We succeeded at putting customization and modernization in the hands – and minds – of our prospective customers, making it easy to envision how the Premiere Collection could transform their practice.

The Premier Collection made its debut at the ASCRS show. The designs received rave reviews, and the sales team was excited about the interest and sales potential.

We created high impact direct mail featuring inspiration and photography for all Premier Collection designs:  Industrial, Lucent, Woodland, and Harmony.

Sales tools featured a swatch book and beautiful microsite communicating the benefits of modern aesthetics in a practice’s clinical setting.

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YAGOOT

Brand Identity | Campaign | Environmental Signage

A brand built around its unique cöre essence.

CHALLENGE: Yagööt is a brand as unique as its name. They took a forgotten recipe for tangy frozen yogurt developed in the 1970s and opened a small chain of retail locations. They had a great product that was truly different from the competition. All they needed was a brand.

IDEA: Creative Department defined a primary target (teen and young-adult females) and created a logo and visual equity that was as bright and refreshing as the yogurt itself. We touched every point of the brand, including equity, print, web, digital, store interior and uniform design.

STORY: In order to reach a nearly unreachable demographic, messaging is fun and simple. Because Yagööt wants to constantly remind customers of the healthy aspects of their product, communication is a balancing act of wit and education.

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THE RETREAT

Brand Identity | Campaign | Digital Design

Home shouldn’t be a retreat from life. But rather to it.

CHALLENGE:  The Retreat at Summit Park is one of Traditions Group’s most captivating new residential communities. Our challenge was to create a brand as breezy, inviting and welcoming as the community itself.

IDEA: Develop an aspirational brand and voice, presenting a life characterized by simplicity and casual sophistication.

STORY: Winding walkways that lead to charming pocket parks. Nights spent around the fire pit, watching kids run barefoot across the grass. An evening stroll to nearby Summit Park for an outdoor concert. And thoughtfully designed courtyard homes built around what really matters: family, nature, neighbors.

That’s the Retreat at Summit Park. Traditions Group came to us to create a brand that captures the spirit of this new and unique community – where every day is far from the everyday.

The scope of work was a full branding campaign extending from brand voice and visual identity to print, collateral, website, and even sales center interior design.

For the logo, we drew on the iconic Adirondack chairs that anchor The Retreat’s many pocket parks. Classic, chic, and quaint, the Adirondack chair symbolizes the comfort, ease, and connection of The Retreat’s homes and community, evoking the simple joy of basking in the open air, communing with nature and friends.

The website, brochure, print ads and sales center follow suit and are breezy and welcoming, with messaging and imagery that gives readers an overall feel for the community’s values and vision.

The branding campaign continues to evoke joy in our clients, too. Both Phase 1 and Phase 2 lots have sold out quickly and the neighborhood has established itself as one of the most vibrant lifestyle communities in Cincinnati.

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