Chicago's home for inspiration, décor & Moore
Customers often bring their source of inspiration – their it – to JC Licht and work with their professionals to carry it through in their homes. They know it when they see it, but sometimes they need a little help. And that’s where JC Licht comes in. This notion of JC Licht knowing exactly how to figure out how to make customers’ inspiration led us to the brand idea: Make it happen.
We aimed to elevate their look by incorporated a clean, serif typeface alongside a bold palette. Then we utilized the concept of a paint chip to combine the design with the imagery, leading the paint chip to become an element of its own throughout the branding. Although there are many colors, each is used sparingly to achieve this welcoming, high-class feel. And the best part of this creative branding? Its ability to change colors with the imagery.
We wanted to engage with our “do it for me” target audience, so we took to Facebook, Twitter, Instagram, Houzz and Pinterest to introduce the new branding to Chicagoland residents. Through a mix of engagement and conversion posts, we remind our audience that JC Licht is their destination if they want to make it happen with superior Benjamin Moore products. And while that overarching brand idea is consistent throughout our social management, we also developed new campaigns centered around the changing seasons and the JC Licht products customers can use to make their dream homes a reality.
We recreated nearly all of JC Licht’s assets, ranging from shopping bags to mailers and even truck designs. Some projects called for a single designated color for certain audiences, while others involved all four colors used sparingly. We also recreated their quarterly circular. By choosing quality stock paper and classing up the imagery and layout, we created a circular that you can’t find at any old store – only JC Licht.