Twelve years after launching its global consumer electronics business, Unitek was ready to level up. The company’s leaders invested in a Stepworks brand building collaboration to add effectiveness to the transformation.
The collaboration began with a discovery process. The brand building team then created messages to deepen Unitek’s emotional connection with audiences. They also designed a distinctive Unitek brand identity that would be more easily recognised and recalled by shoppers facing choice.
Distinctive POS identity – A tactical approach to package design makes Unitek products stand out among the many brands in this crowded market..
Happy distributors – Spanning 30 countries, Unitek’s distributors expressed strong satisfaction with the brand upgrade and subsequent uplift in sales.
Higher customer confidence – The evolved and refreshed design amplified the brand’s reputation for quality, innovation and value.
Easier team building – Being perceived as friendly to people (and making it real) became a clear competitive advantage for Unitek.
“Design has a huge impact on buyers of retail consumer electronics products. Distributors and end users all evaluate quality by how a product looks. After working with Stepworks, our refreshed Unitek brand makes more sense and is more easily recognised by customers. This has given us more customer loyalty and a stronger business.”
Shovial Lam, Co-founder and Group Vice President