"The creative concept Green Design developed was dynamic. What they delivered was much more than a tagline and rather it was a theme that embodied our brand and could seamlessly connect our different lines of business."
Mary Byron-Abbott,
Worldwide Marketing Manager
Polaroid Corporation
Challenge
The Polaroid brand has been associated with instant cameras for decades, even though the company's name is derived from the word "polarize" - a lens technology that it first introduced back in the 1930s. With its long-time customer base tossing film cameras for digital, Polaroid decided to refocus its future on developing a specialized market niche for polarized eyewear products.
Solution
Green set its sights on creating a new look for the dormant brand by leveraging the company and its founder, Dr. Edwin Land, as the authority on polarization. To help Polaroid reclaim its vision and convey the true value of its deep lineage, Green developed the "authority" theme into the company's rallying cry - appearing in print advertisements and sales collateral, on point-of-sale materials and on the Web.
The strategy not only made sense, it made sales. We also developed an innovative interactive online tool that allows site visitors to "see" for themselves the benefits of choosing polarized lenses.