Keleen Leathers
SITUATION: Keleen Leathers is a 30 year old company that came to Dialogue Consulting for brand development, marketing, product development and sales development. They had also recently launched with a major, high-end showroom on the West Coast and needed assistance working with a showroom as it pertains to sales goals, outside program, tracking sales and sample development.
There had been little attention paid to the look and continuity of their collateral which deterred from brand recognition. The logos and fonts they were using did little to promote the beautiful, fashion forward product they offer.
RESULTS: Keleen sales has since shown steady growth, is now in 7 showrooms and sales doubled in one year. It continues to gain stronger recognition and market share in the design community.
STRATEGY: First we redefined their identity. We designed a more contemporary, cleaner look. We chose trendier, more couture combinations while keeping the image of a high-end leather company in mind by combining an acid green with the more traditional deep brown. To get the message that this leather company does more, we put the words “upholstery, walls and floors” on all collateral. The KL logo is used consistently to bring brand recognition to Keleen Leathers.We then devised an outside and inside sales program including wing sampling, sales goals, sales reporting, training binders, sample boxes, consignment policies.