Chelsea Marketplace, a husband and wife special event planning business in midtown NYC, has been in the same building for over 30 years, providing their expertise and their vast collection to special events- big & small - throughout the years. They wanted a brand update to appeal to their "newly hip" neighborhood, a vibrant web presence-including a responsive site that would not only look good on all browsers and devices (unlike their previous static early 90s one) but also get their large inventory (fabrics, light fixtures, gazeebos, candelabras, chandeliers, linens etc) catalogued and properly showcased to the larger public. Their desire was to expand their reputation and business beyond the word of mouth that had gotten them this far and to be able to have a successful online business. It was also a great opportunity to showcase their main designer and their wonderful collection of special event dresses and gowns.
The challenge was how to bring in a new clientele to a business that had run for so long on word of mouth and an online brochure (with product-images that begged and screamed for a reshoot). Re-branding was actually quite easy- we were lucky because their biz name and location were both super highly sought after. Chelsea Marketplace is in the middle of what was once an industrial neighborhood and now had transformed into the "new New York" -the Meat Packing District (highline, the Westside Highway Pier, Whitney Museum etc)- so the brand's makeover would have to bring the special event planning veterans into a new era- hip, casual chic and diverse.
We decided on a bright, youthful,casual elegant amd multicultural approach (their main color would be red (the owners' favorite color) which fit in and highighted everything perfectly as it turns out). Customer personas, roadmaps and research; a new, energetic, light, youthful and playful wesbite and web presence (social media included) email blasts, a monthly newsletter and a long process of getting their massive collection properly inventoried and showcased.