GNP Frame of La Jolla, CA was an established wholesale framing company that wanted to take their business to a national level. They had a logo when we met, but needed a fresh, new image that projected them as a high quality company with competitive prices and unmatched style.
This logo mirrors GNP Frame’s signature product, the pinwheel layout frame. The simple icon is paired with strong, clear lettering to establish the company to a market of artists, photographers and resale clientele.
The website makeover started with all new frame moulding and mat images, made seamless and fed into the customizing program to create every possible size and configuration on the fly. I worked with Sebástian of LOG Technology Consulting, to make this concept a reality.
The new, dynamic website is buyer friendly, and the products are 100% customizable, and even offers a complete preview of the finished product with the user’s photograph in it. It includes login capability for customers, plus wish lists, a state of the art shopping cart, and affiliate program with embeddable webshop for all their clients to sell to THEIR customers. A pretty incredible setup, indeed!
Once upon a time, GNP Frame’s product “catalog” wasn’t a catalog, but a list of mat sizes and configurations paired with a moulding guide—images of frame corners arranged on letterhead. It took a lot of imagination for photographers to translate what they were seeing on paper to a beautiful product.
I directed photoshoots, arranged products, curated lovely photographs taken by professional family and wedding photographers to give life to the frames, developed explanations and narratives that showcase the quality frames beautifully. Descriptions, images, formats, it’s all here now.
Sales increased tremendously with the new catalog which grouped frames into collections and offered preset sizes and sets, and instructions for full customization.
Featured product pages:
This company ran a special nearly every week, and each order that shipped had a “stuffer”—a single page flyer—inserted with the product.
They also sponsored workshops, attended expos, ran seminars—many ways to create new connections with photographers and retail vendors to increase their sales.
The single most successful marketing tool at that time, though, was the weekly eblast we put together—an email campaign that developed into a weekly newsletter highlighting products, events, and special promotions.