The Case
SDC's 65 showrooms, representing manufacturers from around the world, face increasing pressure from boutique and online retailers, requiring an examination of SDC's brand image and strategic position.
Through the firm's proven Brand Builder™ process, Phinney/Bischoff Design House conducted an extensive market research program, including over 100 interviews with customers, tenants and stakeholders. This process explored the perceptions and utilization of SDC and key competitors, as well as the relationship of the SDC to retail consumers and credentialed partners in the trade.
PBDH developed a differentiating strategic position based on the values of the SDC brand, including: accessibility as a centralized resource, versatility in guiding clients to solutions, serving as a creative catalyst, offering a professional development resource for designers, and stewardship for the interior design industry.
PBDH developed a new visual identity for SDC, including the brand logo and print collateral.
Need Proof?
- 25%
- increase invisitor participation at the SDC's NORDEX conference under the new brand over the prior year.