Need

Strong brand identity and positioning to help the company’s expansion to markets within Florida and the Southeastern United States – ultimately nationwide.

Background

During its 20 years in business, Contrax Furnishings has established a reputation for providing quality products, a comprehensive range of services and impeccable customer relations to K-12 schools throughout Florida. The company hired Technetium to position Contrax Furnishings as a business that sells solutions and service, as opposed to just the commodity of furniture.

Strategy

Brand positioning consisted of two objectives: to distinguish Contrax Furnishings from its major competitors – office furniture manufactures that had recently entered the education market – while assuring school districts that bids with the company would be cost-effective because of the high-quality products specified, consultancy service and after-the-sale service. Achieving both points of this strategy in the new markets Contrax Furnishings planned to reach was essential.

Action

Technetium developed a complete brand identity designed to carry through all channels and points of contact, with a cohesive contemporary style that references “old-school” classroom imagery, and palette of modified primary colors. Deliverables included a logo, Web site, print collateral and product catalog.

Result

Within one year of launching its new brand identity, Contrax Furnishings successfully positioned itself as a major industry presence, and was able to accelerate its expansion plan into markets throughout the United States with numerous new accounts.