How stodgy became stunning:
A case study on the Vintage Metal Collection.
How Variant Group changed the brand perception of a long-standing product line
to meet the demands of a completely new customer base.
Mid-Century America — A generation full of vigor and vim. A generation both simple and dignified, generous and strong. Their world was made of steel—the cars they drove, the buildings they erected, the desks where they sat—solid and unchanging. Steel was a semblance of their life and their time; the way they worked, the way they played, their integrity, their optimism. During the 1950s and early 1960s, the steel tanker desk was a staple in corporate offices across America. It became a symbol of that era and helped define the work environment for an entire generation. But like the stereotypes of that time, the tanker desk faded from the corporate world.
Shown here: Typical advertising illustration from the early 1960s.
Note the working stereotypes depicted.
Fifty years later, small businesses, studios and consumers were becoming ever more fascinated with the style and nostalgia of vintage steel furniture. Many recognized the enduring quality of this classic furniture and identified with it$rsquo;s authenticity. This interest was creating an entire new marketplace and demand for refurbished mid-century steel furniture. Yet, ironically, the one remaining manufacturer that still made this classic furniture, McDowell-Craig Office Furniture, was seeing poor sales results. Why? This was the critical question that needed answering if McDowell-Craig could capitalize on the growing demand for this unique furniture style. Knowing that a demand for this classic furniture was becoming a missed opportunity, McDowell-Craig Office Furniture asked Variant Group to help develop a marketing strategy.
The Challenge: Change the brand perception of a long-standing product line to better fit a modern audience.
Variant Group started with a name change to better fit the consumer’s ideas about the furniture. Taking a select combination of the original McDowell-Craig Series desks, tables, file cabinets and seating, The Vintage Metal Collection™ was born. Next, Variant Group worked with the manufacturer to create a more modern finish color pallet. Oak laminate tops and tan painted chassis gave way to brushed steel tops with matte black trim.
The resulting photos from the shoot provided the visual foundation for a complete rebrand. A newly designed brochure was designed to showcase the new look. View the gallery.
With a new name, finishes and art direction established, professional photographer Timothy Wampler was hired to work with Variant Group to create an entire series of photos depicting the Vintage Metal Collection in various Small-Office/Home-Office and retail environments.
The resulting rebrand was a great success. McDowell-Craig saw a significant increase in sales of The Vintage Metal Collection.™ Within nine months of the initial rebrand, The Vintage Metal Collection™ was showcased on the cover of The Pottery Barn’s direct mail catalog and through-out their retail stores nationwide.
Shown here: Cover of The Pottery Barn® catalog issue featuring The Vintage Metal Collection™.
How can Variant Group help you? Contact us today.
We can help your business develop and implement a product brand strategy that gets results.