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<h2>Challenge</h2>
<p>Seating realized it was time to simplify its product lines and create new
materials and sales literature in response to a competitive market. The original
mix of 300 products, all of which were customizable, was becoming difficult
to manage. It was time to integrate its niche offerings within broader, standardized
lines.</p>
<h2>Solution</h2>
<p>All the seating products were streamlined into
three family product lines with some additional offerings. With this change
it also became clear that the Seating brand needed a fresh approach from
the corporate identity through to the product.</p>
<h2>Corporate Identity and Product Naming</h2>
<p>Bluerae first created
a new corporate logo, tagline, and identity system that immediately conveys
the company as established, friendly, service-oriented, and focused on custom
care and fit.</p>
<p>Next came the need for a name for the first new line to be introduced. Bluerae
evaluated the competition and the key characteristics of the chair — clean
lines, contemporary look, comfortable features — to come up with the name
Monterey.</p>
<h2>Brochure</h2>
<p>The Monterey line established the engaging, new
visual approach for Seating’s product literature. Sales and marketing
needs were reviewed and photography was art directed to then create the exciting
Monterey brochure and hangtag.</p>
<h2>Pricing Guide</h2>
<p>As all the product lines were streamlined
and features were made more consistent, a new overall pricing guide was needed.
Again Bluerae took a wide array of information and created an easy-to-understand
format, clear and consistent tables, a customized icon system, and easy-to-follow
organizational structure.</p>
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<h2>Corporate Communications</h2>
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<p>Pricing Guides</p>
<p>Product Guide</p>
<p>Tradeshow Booth</p>
<p>Hang Tags</p>
<p> </p>
<p><div style="float:left;"><a href="#" onclick="MM_openBrWindow('testimonial.html','CaseStudyPopup','status=yes,scrollbars=yes,resizable=yes,width=660,height=505')"><img src="../imagescomm/icon_testimonial.gif" alt="Testimonial" width="16" height="18" border="0" /></a></div>
<div style="margin-left: 20px;"><a href="#" onclick="MM_openBrWindow('testimonial.html','CaseStudyPopup','status=yes,scrollbars=yes,resizable=yes,width=660,height=505')">Client
Testimonial from Seating,
Inc.</a></div>
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<p><div style="float:left;"><a href="Bluerae_Seating_CaseStudy.pdf"><img src="../imagescomm/icon_pdf.gif" alt="Case Study PDF" width="16" height="18" border="0" /></a></div>
<div style="margin-left: 20px;">
<p><a href="Bluerae_Seating_CaseStudy.pdf">Seating Inc. Case Study (364</a><a href="Bluerae_Seating_CaseStudy.pdf">K
PDF)</a></p>
<p><em>updated 8.17.09 </em></p>
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