client:
Targus International
project:
Targus Packaging Structure
challenge
Targus, the leading global supplier of mobile computing cases and accessories, sought to
evolve from a corporate into a consumer brand of choice.
Fisher Design identified the opportunity to reinvent the Targus brand experience through developing a proprietary brand identity that resonates with notebook users; manifesting it across naming, graphic, and structural packaging conventions.
strategy
Comprehensive in-market audits and internal branding sessions yielded a brand platform that identified Targus as a “trusted guide” that “enables you to do more.” From this, the Targus brandmark, naming approach, packaging graphics and structures were enhanced to better connect with consumers. The brand’s previous visual identity was evolved into one with consumer appropriateness and presence.
results
Targus has an identity representative of its position as a leader in computer notebook cases and accessories. To preserve brand integrity, a production-friendly toolkit was developed for global implementation. The new platform was launched and gained wide acceptance at the 2006 Consumer Electronics Show.
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