Sanyo UK has handed Harrison Smythe a brief to redesign its consumer communications, following the group’s £50 000 work on the company’s business-to-business arm.
This business-to-business division, which comprises products such as CCTV systems and projectors, is seeking to lift its profile at a forthcoming security products trade exhibition on 19 May, where its revamped communications and graphics work is launched.
Harrison Smythe has created brochures, posters, sales kits and exhibition graphics for Sanyo’s digital CCTV range and IP network technology, which allows customers to check their home or business security over the Internet. The consultancy has also created brand guidelines for Sanyo’s business-to-business literature.
The group is now working with Sanyo’s consumer division, which includes electronics products, to implement the work, says Sanyo UK marketing manager Jackie Drew. A consumer launch date has not yet been finalised.
‘Sanyo is a well-known brand, but has no coherent identity across its literature in the UK,’ says Drew, who joined in September 2002 to look at Sanyo’s branding and marketing.
The group’s designs may also be introduced to Sanyo’s retail environments, says Harrison Smythe creative director David Wright, who led the project creatively.
‘We have introduced more red, the Sanyo corporate colour, to the literature and given it a more commercial feel,’ he says. ‘We want to snatch back ownership of red for Sanyo, which has slipped in recent years.’ The consultancy commissioned freelance photographer Mark Backus for the project.
Harrison Smythe won the work after an unpaid, creative, five-way pitch against unnamed rivals.