CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK


DESIGN CREDITS

Art Director

John Bowles

Designer

Jonathan Lawrence

Brand Strategist

Dustin Britt

Project Manager

Becky O'Mara


TAGS

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LINKS

Matchstic
Richard Photo Lab

Richard Photo Lab by MatchsticRichard Photo Lab by MatchsticRichard Photo Lab by MatchsticRichard Photo Lab by MatchsticRichard Photo Lab by MatchsticRichard Photo Lab by Matchstic

CLIENT

A quality-obsessed pho­tog­ra­phy lab in Hol­ly­wood, CA, that pro­vides scan­ning, edit­ing, and print­ing ser­vices for the top film pho­tog­ra­phers in the world.


BRIEF

Richard Photo Lab came to us with a busi­ness that had been grow­ing for years, but had recently been wrestling with how to bet­ter define who they are and rep­re­sent that to a nation­wide audi­ence. Richard works with some of the top film pho­tog­ra­phers in the country—and those top pho­tog­ra­phers had begun to ques­tion the qual­ity of Richard’s work. Our chal­lenge was to deter­mine if this was per­cep­tion or real­ity, deter­mine how to close the per­cep­tion gap, and then rein­tro­duce a focused and rein­vig­o­rated brand back to an audi­ence who knew them well.


APPROACH

We inter­viewed twenty Richard Photo Lab clients to deter­mine cur­rent per­cep­tions of the brand. We per­formed mar­ket­ing and com­pet­i­tive audits. Our con­cept was to com­mu­ni­cate the heart of a photo lab that takes no short­cuts. Orange was used both com­pet­i­tively and to con­vey a human qual­ity. Full of crafts­man­ship and human artistry, the rebrand focuses on the small intri­cate details and uncom­pro­mis­ing per­son­al­ity so cen­tral to the heart of their cul­ture and work. The solu­tion achieved imme­di­ate res­o­nance with their audience—as was evi­dent via social media—and gained them new clients in the process.

Match­stic gave us our groove back. Ini­tially we thought we could rebrand inter­nally. We quickly learned brand­ing is not our spe­cialty. Through this process, we were led through ques­tions to get to our core. The result was an aston­ish­ingly accu­rate depic­tion of us that still guides us daily. They exposed cracks in our foun­da­tion and before the team left, we were start­ing the repair process. Cus­tomers felt the pos­i­tive impact imme­di­ately, and the response to the rebrand has been over­whelm­ing. “Richard” used to be a guy that worked at the lab, now Richard has his true iden­tity. — Angela Mar­cac­cio, Mar­ket­ing Man­ager of Richard Photo Lab

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