Beltrame Leffler Advertising

BACK

Have Style, Go Far

Mayer Fabrics

Overview

Mayer Fabrics is a family-owned company with a 110-year history that has established a reputation for providing quality fabrics at an affordable price for interior design, furniture manufacturers, government contractors and even walk-in customers. They invited us to review their brand identity and make recommendations on reshaping their brand identity moving forward.

Problem

To help key stakeholders realize current perceptions in the marketplace and to validate a desired brand identity that shapes perceptions of design relevance and performance innovation at an affordable price. Finally, to develop an image that consistently positions Mayer Fabrics in front of an audience of today's up-and-coming designers and furniture manufacturers.

Solution

Primary research in the form of interviews with key stakeholders, manufacturers representatives, and current as well as former customers, including furniture manufacturers, were conducted. From these interviews, a formal research report along with possible positions were presented for discussion. Once approved, a position statement was formalized and used as a basis for creative platform development.

Results

Mayer Fabrics was presented with a formal brand identity guide which helps define the unique selling proposition (USP) to the identified key audience and a communications strategy for creating needed awareness among the audience as well as a strategy for future advertising efforts.