VEN SUCCESSFUL COMPANIES need to shore up chinks in their competitive armor. Belkin Components, a dominant force in computer accessories, was losing share to an industry upstart. They needed to make a strong branding statement in the new world of USB connections. They hired three firms to develop concepts.

Our Visual Marketing Study examined packaging and brand identities in both the target market and related fields. It informed our decision to create a brightly colored, much more contemporary style for their USB products. It helped us "win" the conceptual competition, and it helped Belkin win back -- and increase -- market share in the USB category.
BELKIN COMPONENTS


Market analysis

Brand name development

Visual identity

Advertising

Packaging
THE RESULT: As a private enterprise, Belkin guards its sales information closely, and specific numbers are unavailable to the public. But the new look was well-received by retailers and consumers, and has been adapted to dozens of SKUs creating a powerful new line that is jumping off the shelves.

Suffice it to say that Belkin was pleased enough with the results to ask us to develop brand identities and packaging for several new product lines since then, as well as the national advertising campaigns to support them.

 

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