What they were up against
KING manufactures portable satellite systems for outdoor enthusiasts such as campers, tailgaters and RV travelers. In their battle against category giant Winegard, they asked us to help them transition from a “manufacturer of electronic vehicle systems” to a consumer-facing portable satellite company. To make that transition, KING’s heritage as the category innovator needed to come through more effectively in its marketing.
How we helped
We created a new brand promise: Simply better, by design. It separated KING based on their reputation for invention and innovation. We paired the brand promise with a new identity and packaging, and a consumer campaign that included advertising, sales collateral and retail point of sale. We redesigned the website to educate consumers and engage channel partners. The entire effort drove significant enthusiasm among employees and channel partners as well as critical and financial success. The brand saw 25% growth year over year, and our redesigned packaging was dominant in retail settings and was recognized for excellence in the American Packaging Design awards.
Image System
Package Design
Retail Display
Collateral
Experiential
Website
Environmental
