CATALOGS

WE SPEAK YOUR LANGUAGE

Things Remembered recruited me to execute a holistic rebrand and re-imagining of the company’s voice, tone and feel. The multifaceted effort included elevating the profile of the different businesses under the company's umbrella, giving each a unique identity but one that aligned and supported the overall Things Remembered brand.

The B2B arm leaned on dry, lengthy downloads of info and industry quotes as a marketing approach. A recognizable or consistent voice got lost in all the data. The goal: Breathe life into the racket of facts and figures.

After I dug in and discovered the foundation of the B2B arm was a group of Business Accounts Specialists who work one-on-one with companies, it couldn’t have been more obvious. The backbone of the business was people—not a revelatory idea, given all business are built on their people. The new B2B brand needed to be personal and personable (which, again, seems pretty straightforward for a personalization company). It needed to be real. Real about what workplace culture is. Real about the comic oddities and customs that make one question what foreign land they inhabit 40 hours a week. Real about the office-wide emails concerning stolen lunches.

So I pitched a tongue-in-cheek "We Speak Your Language" campaign. It mined the rich jargon of the office and capitalized on the knowing wink. Yes, we understand the awkwardness of say, offsites, or, holiday gifting for a team you only vaguely know, and we’re all-hands-on-deck to help.

The result: Less than six months into my tenure, Things Remembered inaugurated the rebrand with the debut of the spring 2017 B2B catalog. Since, it’s received praise throughout HQ, the field and externally, and will be the identity of the business for the foreseeable future. Even better, the company left the term Business Class to the friendly skies.

EMAILS

2018 B2B HOLIDAY TRIFOLD

Art Director: Jennifer Langman Copywriter: Sean Rosenberg  Photographer: Erin Raby