Blog: Page 1 – BRAINARTIST GmbH. The Retail Marketing Agency
Thumbnail des Artikels über unsere STEITZ-SECURA-Kampagne von branchentypischen SicherheitsschuhenThumbnail des Artikels über unsere STEITZ-SECURA-Kampagne von branchentypischen Sicherheitsschuhen
Inspirierende „Coil“Inspirierende „Coil“
Rechte Perspektive auf das inszenierte Schaufenster der Frühjahr/Sommer-2021-Eyewear-Kollektion von CHLOÉ in den Galeries Lafayette in Berlin
Logo des „German Brand Awards“ 2021 in der Special-AusgabeLogo des „German Brand Awards“ 2021 in der Special-Ausgabe
BRAINARTISTs Material für Nachhaltigkeit und Sustainability beim Ladenbau und bei POS- und Display-Design

Blog.

That’s typical: our business campaign.

A wise man once said, ‘Art is beautiful, but it makes a lot of work.’ business-typical communication for safety shoes is real (and beautiful) work. But doing this job with the usual (suspect) 1/1 print ads in the usual (suspect) magazines was not an option for us. The right wording, spot-on PR and a high-circulation insert concept with eye-catching motifs create the awareness level in the competition that gets the message exactly where it needs to go.

Smart budget planning, the right media mix and a follow-up campaign for sales made the job complete. That's probably the art of it: thinking ahead for the customers; because whoever equips hard-working employees from the areas of rail & track, food & beverage and logistics with the best professional shoes has honestly earned this. Job: done.

Why we sometimes have to start from scratch.

Some agencies are said to engage in so-called ‘idea recycling’ for ‘economic’ reasons—such practices are far from our minds! Instead, we designed something completely new (among other reasons because it didn’t exist yet, anywhere)—and that for noble, ecological (and not economic) motives: namely the brand ‘sportgreen’.

The first store with purely sustainably produced sportswear commissioned us with the overall concept: from the naming, the wording, the CI and CD development, the shooting, the retailer concept, the trade marketing, the POS design, to the online presence, we were allowed to do everything for this wonderful customer. The fact that we kept sustainability high during the production of all print media had to do with … ‘recycling’, but that’s nothing new, at least for us.

BRAINARTIST, Berlin and the Galeries Lafayette.

Looking at the shop windows of the Berlin branch of the most famous French high-end shopping temple has always been a bit like a … ‘gallery visit’. But we didn’t come to look but to beautify. After all, we owed it to our client CHLOÉ to stage the spring/summer 2021 eyewear collection on the surface and on the façade.

Real CHLOÉ girls fall for the AIDA principle – Attention, Interest, Desire and Action – a little faster and can – in real life – finally enjoy what we have all missed for so long: the art of shopping

BRAINARTIST wins two German Brand Awards.

When the manufacturer of the best safety shoes wants to reposition its brand in the industry, it should ‘play it safe’ – and turn to us. That’s exactly what STEITZ SECURA did and commissioned BRAINARTIST to develop a new appearance. With new wording, an attention-grabbing B2B campaign, a very successful multi-stage target mailing and a new claim, we made it unmistakably clear that we wanted nothing less than ‘the best’.

The revision of communication in all areas – from online, social media, B2B and trade fair to POS – defines STEITZְ’s new attitude, which we naturally (and very securely) stand behind. To see our work honoured by the German Design Council with the awards ‘Brand Design/Corporate Brand’ and ‘Brand Revival of the Year’, both in the category ‘Excellence in Brand Strategy & Creation’, makes us very proud once again. Certainly.

The countless trends that come and go are what make life interesting. It wasn’t so long ago that it was considered chic to smoke in restaurants, wear fur coats, buy disposable bottles, or use plastic bags instead of cotton bags. In retail marketing and POS design, it was no different for a long time: trendy displays made of plastics that could not be recycled, snazzy decorative elements made of problematically produced composite materials or shiny promotional racks made of Plexiglas that didn’t shine much when it came to environmentally friendly disposal.

We at BRAINARTIST are proud to simply ignore some trends and rely on proven classics such as wood, glass, metal, water-based paints or on basic materials with a high recycled content for shopfitting, POS design and display design. In the same way, we pay attention to logistics partners for our campaign rollouts who are ‘on the road’ (pun intended) in a climate-neutral way during assembly and transport. And if at some point everyone thinks ahead a bit, we’ll eventually no longer have to think about our one and only environment. Chic, isn’t it?

Well done: Our customer HAILO has been honoured for the second time by the German do-it-yourself magazine selbst ist der Mann; this time with the Leseraward 2020 (Reader’s Choice Award) for the exceptionally versatile and best-selling TP1 stairs platform. Not only do we congratulate without envy, but we also remember with a dreamy smile that we received the German Brand Award in 2020 for the new packaging of all products (and the entire new HAILO brand identity).

For our talented design know-it-alls from our agency’s second floor, this is – once again – a reason to be right: Because the more our colleagues quote the even more famous Raymond Loewy, the truer his statement seems to be for the success of a beautifully packaged and very practical product: ‘Ugliness doesn’t sell’. Congratulations, HAILO!

CO&CO, the magazine for corporate design and communication, awarded our design for our client VAN HEES. The editors were very impressed by our tastefulness in brand development, packaging and trade communication; and we were happy to share this – after all, one shouldn’t put oneself in the spotlight.

But not only because of the honourable mention, but also because of the wonderful collaboration and the purely vegan products. After all, we are not only design lovers, but also very big animal lovers. You can find even more about it here.

The ICONIC AWARD 2021: our latest POS design award hottie!

As cold as it is right now before Christmas, as warm is our advertiser’s heart. When our already hot competence in shop-in-shop solutions, premium brand staging at the POS and last but not least patented display designs for our top customers is so richly rewarded: namely with the ICONIC AWARD 2021 from the German Design Council for the BRAINARTIST ‘ShoeBox’. Cross-selling power plus a variable clever POS shelf system to build yourself – modular, lightweight, sales-boosting, innovative.

However, if you think we received the award because we were n i c e, you should know that the juries think ‘nice’ agencies are – ‘nice’; the ICONIC AWARDS for ‘Innovative Interior’ are awarded to the ‘best of the best’. It’s the ‘naughty’ ones that get the awards!

So we would like to thank our customer NIKE here once quite impudently for this order – and even though we were awarded for a patented POS system for sneakers that fits perfectly to every shop, we will still – while thinking ahead – remain one thing in the future: unadapted.

Viewed neutrally, Swiss locations are simply cool.

Yes, indeed, there are hotel rooms that the Rolling Stones didn’t dare to cut short – some of them are in one of the most famous houses in the world, the Grand Hotel Dolder, high above Zurich. And if Keith Richards had known that he was going to stay tired out and disguised with sunglasses in the very place where BRAINARTIST, years later, is hosting a sunglasses event for its client Kering Eyewear for the top brands Dunhill and Chloé, he would probably have made his bed before he left.

We, at any rate, were proud to be able to write our event history in the place where Albert Einstein, Walt Disney and Thomas Mann culturally shaped the history of this hotel – and to look in on our masked colleague heroes in the local BRAINARTIST office on the edge of Lake Zürich.