Repositioning the Skyline Exhibits Brand

Well known for their “pop-up” displays, Skyline’s products were perceived as commodities. However, Skyline Exhibits offers a broad portfolio of trade show displays and services. They needed to increase their visibility and reputation with this full range of offerings.

In order to understand the business and redefine the brand, I conducted research with management, customers, and independent dealers in five cities. I presented the research and brand strategy findings with visual customer profiles, a decision-making model, and a collateral strategy model. I collaborated with a team of independent designers, using the brand core and research findings to drive the development of the new collateral image system and web site.

The result: a defined brand core, and redesigned marketing collateral and web site that accurately communicate the Skyline Exhibits brand.