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'type b have rebranded Affinity the high street jewellery label after winning the account with fashion producers The Jewellery Agency. A catalogue which allow retailers to flick through an entire jewellery range and show customers individual pieces that may not be held in stock is a vital sales tool. However, the downside is the expense and the regularity with which printed catalogues have to be produced. type b, instead produced a CD Rom solution, which could easily be printed out by clients on a normal deskjet printer. Designer, Ricky Catwell said, "I approached type b because they could offer me an original and highly creative solution which works digitally and online, and is a huge saving on the cost of printing, as well as allowing an exisiting core catalogue to be updated on a regular basis when new product lines come along.' The new identity consisted of a new logotype which uses an ampersand attached to the word Affinity. The logotype ties in to the meaning behind Affinity. 'Its about you and your jewellery. Ladies see this as an ongoing relationship throughout their lives!' says Catwell. We want to encourage them to have a relationship with Affinity, its not just about a one-off purchase.' The rollout of the new brand includes a digital catalogue on CD which has been mailed to the existing client base and which will be updated every season, and a launch digital advertising campaign. The second stage will include an e-shop website for retailers as well as consumers. View the CD Rom menu screen |
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