An uninspired audience

Kaleidoscope was playing in a very crowded field of worldwide competitors all wanting to sell art for hotels, hospitals, government buildings, and schools. Most company’s in this industry don’t produce anything, they just sell the ideas and have to use vendors for the production. And when your name is Kaleidoscope Framing, clients look at you only capable to do just that, make art frames. Business wasn’t bad, but they were losing out on many opportunities beyond framing.

Unexpected insights leading to original ideas

Our insights garnered from potential clients and industry reps was that there was no differentiation in the industry as everybody was trying to own the word “Art” in one form or another. Since Kaleidoscope actually concepted the art and also manufactured the art, they could do what no other competitor could, be there for their clients from ideation to installation. Our “We Make the Room” concept played off of that realization – as no room is complete without Kaleidoscope’s involvement from start to finish. Along with this campaign to support the concept, we changed the name from Kaleidoscope Framing to Kaleidoscope Design Factory.

The audience is inspired and is buying

Industry reps gravitated towards the new company brand with open arms, which lead the company into new territory where they hadn’t ventured before. They gained a wealth of exposure with new clients never once before known, but this is not an industry where impact is immediate. The brand redevelopment and website redesign have already produced results with Kaleidoscope Design being named a preferred vendor by Wyndham Hotels, one of the world’s largest hospitality companies.