Every Idea Marketing had the privilege to dive into the world of decorative lighting with Brian & Michelle Nicholson, of Michi Designs, and Kleve Kee, of Oregon Manufacturing Extension Partnership. Through extensive research, interviews with designers, sales representatives and clients, and some intense brainstorming, a three-phase marketing plan was developed to shine a new light onto Michi Designs, a local decorative lighting company that specializes in the healthcare and hospitality industries across the entire United States.

Bethany, our graphic designer, was able to incorporate the jungle lamp, a Michi product, into our custom cover for their marketing plan. And, with the help of Penny, too many job titles to list, the idea went from paper to reality. The use of vinyl, copper and several layers on the interior of the book, brought our plan to life. Brian, the owner of Michi, responded with, “Hey, that’s the jungle lamp!” It’s always fun to see our ideas recognized by our clients. With a big thumbs-up from Brian and Kleve on the plan, we were able to move forward with rebranding Michi.

Our biggest concern was the retro feeling their logo, tagline, and materials had, but their products are not retro. With an unaligned color scheme and an outdated icon, we needed to do some refreshing. Here’s a peek at the logo redesign, we think it’s pretty snazzy!

We also created a new tagline to draw light to their custom capabilities. Did you know that Brian designs almost all of the custom requests himself? Together we changed the tagline from Fashion for Interiors to Illuminating Ideas. It leaves itself open to endless possibilities and products while still hinting at their current product line that mainly consists of decorative lighting options.

Our next step is to take their new brand to life through an updated responsive website. Stay tuned to see what we have in store for them.

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