Most buyers of room partitions think they deal in simple, functional fixtures, not realizing that these can be turned into aesthetic architectural elements in their own right and this is exactly what we did for Quickwall.
Since they had a good product to sell, (Quickwall is great even for outdoors and was extensively used during Beijing Olympics) we were careful not to run down their competition in our marketing communication for the brand. We did not want to reduce it to an ‘us vs. them’ debate. Instead, we gave them an identity that was a little in-your-face but not offensive. We struck a very composed, self-assured note in our campaigns and that worked with their consumers. Did the client love it? Sure and it has booked us for all their subsequent branding work and marketing collaterals – voila!