Though most of their marketing was targeting general consumers, DUO identified professional artists as their most desired customer. With artists’ demand for quality, Frame Destination's commitment to hand-crafted custom frame building fit the bill perfectly. In turn, this consumer group offered the brand a much higher repeat purchase rate and lifetime value.

​Once identified, we needed this ideal group to make a genuine connection to the brand. We crafted a plan to tell the story of Frame Destination’s underlying connection and commitment to the artist community. We started with a brand video that allowed the owners to directly introduce themselves, talk about how the community and work is important to them, and even show some of their own creative projects in progress.

Then we went to work in their brand's six "bullseye" channels, boldly repositioning the brand. Efforts included segmentation as well as imagery and content that was emotionally motivating and relevant to professionals. Initiatives included an artist spotlight series designed to help artists and photographers grow their businesses.

To stimulate brand recognition and affinity, we designed and introduced a brand mascot, “Artie the Panda.” He has become the resident advocate for artists. We also identified opportunities to be more profitable, given the needs of our new focus target and advertising channels not previously explored. On top of all that, we developed a more specific brand promise and a rock-solid plan to build brand advocates. The results speak for themselves.