Case Studies

The private label team at a national retailer was at a crossroads as they began to expand their PL presence. They had stores in every state with over 1200 Private label SKUs across ~12 brands. Their internal creative team was struggling to keep up with new products and refreshes of current PL Brands, and their budget was not likely to increase substantially to grow the business. Furthermore, their artwork and brand identities were inconsistent without clear messaging, which needed to be improved at the same time. They wanted some “out of the box” thinking.

The client was rarely in compliance with the myriad of individual licenses for photographic images and talent royalties. There was no centralized database for each package created making tracking and compliance impossible. We reduced suppliers for photography, illustration, and creative work form three dozen down to 8. The outcome helped lower costs, and better managed. We consolidated photography by removing all license and modeling fees, gaining copyright ownership for the client. Negotiated with one worldwide supplier for all creative package designs.

With multiple countries and changing products, the IT work involved to keep the website properly updated in multiple languages had become expensive. The Client needed a new tool to manage the complexity allowing the constant coding to be eliminated. The client had a tool in mind. The language part was difficult as the German toy description rarely fit into the allotted website space as the US version, requiring constant code changes. With tens of thousands of images, photos were constantly mis-queued resulting in the Taiwan product photo being on the Italian website.