C A S E S T U D Y
The following is a Case Study of a recent project which included product development, design and print production for packaging and point-of-sale materials in addition to marketing and sales planning. The client was Consolidated Communications, a 104 year old telephone company, that was just entering the retail market after all those years by introducing a prepaid phone card program. A very competitve product, phone cards are found mainly in high-traffic convenience stores, high visibility is a major aspect of designing packaging for these types of locations.
CallAdvantage Logo
Initially a new product line logo was required. CallAdvantage in the past had been used for Consolidated's client services, such as traditional calling cards and on directories.The logo was to be used for all packaging and on the phone card itself. With this in mind, it had to be a balanced unit to stand alone, and yet be unobtrusive so as to nestle in among other graphic elements. The final design highlighted the word "Advantage", which basically described the product in terms of convenience and good rates.
Prepaid Calling Card Designs
Designed to to attract attention on the convenience store shelf, the PhoneCalls card has a bold telephone handset as the primary focal point.The use of yellow in the background also lends its self to attracting the eye. The split, or torn paper motif will be carried throughout the product line and point-of sales materials when applicable.
A companion product to PhoneCalls, BusinessCalls is targeted to the business traveller. For branding purposes it was desirable to have a similar "look" to the product. The logo typestyle is the same, and the products have a similar color scheme. Notice that the card denominations are all different in color, this was to help the merchant easily identify the dollar amount.
Packaging Design
Simplicity was once again the dictum, the main product offering is a blister-style card that hangs behind the counter. This blister packaging was developed in 1993 by doug dely and has since become a standard in the industry. Notice once again, the simplicity of the message. More detailed information can be found on the backside of the blister card. Another type of packaging was developed (not shown) called the V-Pack, this was a simple vertical card that was perforated to release the card. The PIN numbers are protected by use of a scratch-off application. The V-Pack has proven quite successfull in seasoned phone card markets.
Point-of-Sale and Collateral Materials
Complete point-of-sales materials were developed for the PhoneCalls product line including posters of various sizes, from window to cash register; mobile units; counter cards; brochures; and door decals (shown). The bold red phone and torn paper look in the lower corner reinforced the graphics found on the the actual phone card.
Distributor Recruitment CD
Once the program was available for sale through distributor channels, an interactive CD for distributor recruitment was assembled. The CD contained all aspects, both graphical and sales/marketing, required to explain the entire distributor program. Doug Dely was responsible for design, artwork, production, and marketing.
This CD includes interactive components, animation, and sound.
CallAdvantage is a Registered Trademark of Consolidated Communications Telecom Services Inc. and McLeod USA
COMING SOON! More samples, including the logos designed over the last twenty years.
Contact Information
doug dely studios
Voice: 586-979-1434
Fax: 586-840-3238
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