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During a well-planned day long photo shoot, we staged all the photography
needed for Kelly’s entire two-year project.
Amplifying Advantages
To compete with the faceless big-box stores, we told the brand story of personal expertise and accountability in every department, from laundry aplliances to home electronics.
We began by featuring key salesmen as identifiable experts, and photographing them as icons in their area of expertise. Kelly's salespeople thus became additional desirable Kelly's product, and we featured them on the ad page as such.
Repetition and continuity
These key points of brand style and brand story were maintained continuously, a key part of teaching the brand.
This was facilitated because we also implemented the ad campaign for the next 14 months. This meant we were able to maintain the look and brand story through every possible configuration of media, sales theme, and the addition of subordinate branding.
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