Repositioning Amidst Photography Disruption
Worked closely with leader in photography market space during heavy consumer disruption. Remained true to a well known visual brand while strengthening it against quickly evolving cultural changes.
Role and Scope
Client: KODAK
Role: Lead Art Director
Timeframe: Various initiatives between 2004 and 2007.
Team: Creative Director, Copywriter, Marketing Manager
DIgital Photography (2004 - 2007)
Sale of film dropped at a rate of 25 to 30 percent each year.
Single-use cameras become alternative to digital for travel purposes
Flickr and Facebook launch, accelerating digital photo sharing.
70% of Americans owned cell phones with camera in 2005.
Decline in analog-based photo labs, Rise in photo kiosks.
New Look, New Strategy
Client’s marketing strategy shifted away from film processing. Instead, KODAK began offering home printers to compensate for the market loss. A clean look, utilizing more white space, was used emphasize these new output opportunities.
Promotional Partnerships
The white space was also valid when designing co-branded promotional partnerships. Partners such as Disney, T-Mobile and the National Parks Service reinforced the marketing strategy.
National Newspaper Presence
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
