A color management expert whose sales skew heavily to the globally mature industrial market.
Datacolor hired Cubism to raise its level of play in the smaller yet fast growing market for color calibration amongst consumer and professional photographers. The explosive worldwide growth of DSL cameras among amateur photographers suggested game-changing business development for Datacolor if they could properly nurture all aspects of their Spyder Brand - including positioning, brand identity & tactical marketing communications.
The Spyder brand has been seen as a steadfast and useful collection of tools for photographers. Spyder had always gone to market on a heavily functional story typical of organizations dominated by a B2B sales and process.
Cubism recommended shifting Spyder's positioning to a more quintessential story about the photographer's 'vision'. The shift demanded the brand adopt highest aesthetic values without becoming a pretender in its claimed contribution to the creative process. The longstanding functional benefits of the brand remained as before but no longer as the essence of what the brand had to offer.
Cubism overhauled the existing identity and packaging for the brand - moving it from a peripheral product stamp to a dramatic and unifying expression, befitting the expectation and art of the high-end photographer.
Following the launch of several product skus, new print and web advertising, and related POP material, Datacolor recently extended Cubism's role as agency of record to include the industrial side of the business.
