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SEO website promotion STEM

Client

STEM Concept Store is a network of multi-brand stores of women's and men's clothing. Stem combines world-famous premium brands: Tommy Hilfiger, Gant, DIESEL, Pepe Jeans, Fornarina, Lacoste, DKNY, and Polo Ralph Lauren.

Branding and design for STEM Concept Store

SEO promotion STEM

Project objectives

For foreign partners – official representatives of STEM – we carried out the development of the brand, advertising campaigns, design of shop Windows and printed image products, the interior design of the store and SMM-promotion. The first stage of cooperation traditionally meant immersion in the specifics of the new company and the study of its unique advantages. This was necessary for the formation of the client's positioning within the branding.

Brand development from scratch

In order to implement the above tasks, we performed an internal audit of the company. In the course of this work, we found that the STEM brand managed to combine the world's best clothing casual style brands. The uniqueness of STEM Concept Store is that these multi-brand stores allow their customers to choose everything they need to create new images in one location. This advantage is important for the target audience of STEM – young and active residents of megapolises because their pace of life does not always allow them to spend a lot of time shopping.

The set of brands presented in STEM Concept Store is not random. All eight brands that are included in it are easily combined with each other. For the presentation, STEM also selects the most trending and non-standard things in their stores. There are also basic items among the products presented – those that will never go out of fashion. As a result of this stage of work, our team found that the project of the client's company has a lot of advantages. We had only to show them with the help of marketing and advertising tools.

SEO STEM Brand Development

Retail branding

The development of a brand for a retail chain is called retail branding. We performed this task in accordance with the principles of effective organization of the trading process and communication with customers, including:

  • 01

    Atmosphere. This includes interior and exterior design, shopping areas, printed image products, window displays, website, and pages in social networks. Every interaction with potential customers through all communication channels should convey the key message – the main idea and mission of the brand, as well as meet the unified positioning concept. The purpose of retail branding is to help make the atmosphere of each store of the brand network to be special. The final purpose is to make customers want to visit the store, make a purchase, and come back again.

  • 02

    Display of goods. Placement of products and commercial equipment should be made taking into account the basic rules and current trends of merchandising.

  • 03

    Timely update of the retail brand. In order for the brand to remain a source of new impressions and inspiration for the client, rebranding should be carried out at least once every three years. This will help to maintain an emotional connection with customers and prevent the loss of the target audience.

Strategies to promote the site STEM logo

STEM Concept Store logo design

We started to develop the logo, corporate identity, interior and exterior design, window displays, and printed image products after we shaped the actual marketing goals of the client. The logo was also developed only after we completed the study of the target audience and the audit of competitors.

In the course of our work, we created several variants of the logo. The final version was a visual representation of the name, where each letter is welded from the real rusty pipes. This is how initially the name of the brand store appeared on the sign of the STEM Concept Store. Later, with the opening of new stores and the printed image products, real welded pipes were replaced with stylish imitation of a metal welding.

Design

We have developed the graphics solutions used in the logo design in the corporate style of the company. The unity of the key visual elements is necessary to make the brand recognizable in every interaction with the target audience. To do this, all communication tools – printed image products, website, outdoor advertising – must be made in accordance with the corporate style and brand positioning.

Logo design, developed by us, presented STEM as a crafting, bold, and bright trademark. In the interior design, the use of the loft style was the logical choice. We transferred its urbanism to the graphic concept of branded packages. The brand was placed at the bags, inscribed on the background of a brick wall with peeling paint.

Also, in accordance with the corporate style, we created the design of tags, business cards, clothing care recommendations, and flyers. As part of the system support of the project, we updated the printed products every season or several times a season.

SEO case for STEM Design

Concept

It is not enough to develop a logo, define the mission and positioning of the company, and describe the current ways of communication in the brand book and guideline. The key message and advertising message should be communicated to the target audience. This can be done with the help of a brand advertising campaign, the development of which we carried out for STEM.

We have chosen outdoor advertising as the main communication channel. Visuals made in accordance with the graphical and verbal components of the brand were placed on city lights. The slogan of the advertising campaign "Combines the best" was to emphasize the main unique advantage of STEM Concept Store – an opportunity for customers to find everything necessary to show their individuality in clothes in our client’s multi-brand stores. In this way, the slogan coped with this task perfectly, complementing our design layout.

SEO promotion STEM shop

The window display design for STEM stores

Window displays of a retail company are another communication channel that should be used correctly for marketing and advertising purposes. The main task of window display design is to attract customers and make them want to go to the store. The design should also reveal the positioning of the retail brand. Depending on the actual marketing tasks, window displays can be:

  • a plot display – the item appears as an element of the decoration of the themed scenes or decorations;
  • commodity display – the attention of consumers is focused on single samples or sets of goods;
  • commodity-plot display – item appears with the decorations to a made-up the plot scene.

Our solutions

  • 01

    During the time of our cooperation with foreign partners from STEM, we performed the design of showcases twice. In both cases, it was the commodity-plot model. The concept of the sale window display was designed to convey the basic idea of the discount "Denim by weight at an affordable price". We made a symbolic design, putting on the scales small bales of clothes, tied with canvas ropes. In the remaining space of the window display, we carelessly hung trendy denim images together with the letters “S” “A” “L” “E” with the rusty metal design.

  • 02

    The exhibition of the window display requires timely updates. This helps keep the brand emotionally connected to its customers. In addition, the idea inherent in the design eventually loses its relevance. The scenery itself can also burn out, and the design will lose its aesthetic appearance.

  • 03

    The task of the second design concept was not only to update the exposition of the showcase but also to emphasize the main idea of the brand: STEM Concept Store is not only a commercial project but a real work of modern art. In the space of the window display, we created an imitation of an art gallery, where clothes were placed in frames instead of art objects. At the spot where artists usually leave their signature, we placed the name of the brand. Mannequins showed actual looks and symbolized visitors of the exhibition.

Window display and interior design

Our team developed the design of the window displays and retail space in accordance with the general concept of the corporate style of the store. As the main style in the interior design, we chose loft. With this style, we wanted to emphasize the protest and the freedom-loving spirit that is valued by the STEM customers. Cable reels, old TVs and wooden pallets painted in the colors of the British flag were used as decorative elements.

However, the full design of the retail space should not be limited to interior design. We also worked on zoning, furniture and commercial equipment layout, and lighting. At the same time, our team sought to comply with the basic principle of the store design – nothing should distract customers from the choice and purchase of goods. Everything, from the location of the stands, shelf talkers and tags on products to the direction of movement of buyers in the hall, must be subordinated to this goal. The design of the store, made in this way, will contribute to the growth of regular customers, strengthen their loyalty, increase sales, and strengthen the brand position at the market.

SEO website promotion STEM store interior
SMM promotion STEM

SMM promotion of STEM

When implementing advertising and image activities, key messages of the campaign should be broadcasted in a single style through all communication channels, including social networks.

We were engaged in the SMM-promotion of STEM on Facebook. On behalf of the company, we announced new products, discounts, and answered questions of the regular and potential customers. During the cooperation with the client, the brand audience in this social network has grown to more than 11 thousand "live" subscribers.

Result

More than seven years of experience with retail stores allow us to quickly and effectively implement relevant customer marketing and advertising tasks, such as:

  • 01

    Brand creation.

  • 02

    Interior and window display design.

  • 03

    Advertising campaign development.

  • 04

    Design of the printed image products.

  • 05

    SMM-promotion.

In each of these areas, the speed of response of our specialists and the accuracy of the tools used to allow us to create unique solutions that bring the client's business to a new level.

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