CASE STUDY 2: Staying Ahead of the Game
OBJECTIVE
A major manufacturer of athletic uniforms and other sports apparel chose PureRed Creative and GA Communications in 2004 to produce their yearly catalog program, the focal point of their branding. This business-to-business program consists of a full-line catalog and four category-specific sports catalogs that are distributed throughout the year: baseball/softball, basketball, outerwear/warmups and spiritwear, a total of 372 pages per year. The challenge was to keep the client current and relevant in the marketplace by creating a catalog program that was reader friendly, with an organized presentation…a solution that would bring together a balance of form and function.

SOLUTION
PureRed Creative designed a catalog program that established the client as an approachable, friendly, service-oriented company. PureRed chose models that better personified an athletic image and, for off-figure product photography, used mannequin forms to better showcase products. The combination of new, impactful designs and more action-oriented, athletic photography resulted in a more dynamic brand. Once PureRed completed the creative process, GA Communications provided prepress services. PureRed and GA took care of the catalogs from concept to printer.

RESULTS
Since 2004, PureRed has helped the client build consistent brand messaging in all catalogs, and has teamed with them to consistently promote the brand through trade show participation, annual sales meeting presentations and Web photography. Since partnering with PureRed Creative and GA Communications, the client has consistently beat their monthly sales projections. The client highly values the partnership with PureRed and GA. The client’s Executive Vice President of Sales and Marketing said, “We are excited to share our success with PureRed and GA, and want to be sure that you, too, are given credit for our terrific performance. Hats off!”