Kirch: A Brand Story and a Catalog for Design Icon George Nelson

Apr 082009
 

A Growing Company Looks to Branding
Kirch had grown from a small family venture into a multinational manufacturing and marketing powerhouse. The company had never really addressed its brand or history. In preparation for a new web site, they wanted to communicate to consumers in a new way. Kirch asked Merriam Associates to write the company history and define the Kirch brand.

Branding of a History of Design Excellence
We positioned the Kirch brand around exceptional design and quality construction. The company has exclusive licenses to manufacture and market a number of well known brands including museum quality reproductions of mid-century design icon George Nelson. The Kirch history emphasizes the role design and manufacturing have played in the inception of the company and its subsequent growth. We also defined the brand around the preeminence of high quality manufacture of world renowned designs.

Copy for the George Nelson Clock Catalog
kirch-brand-storyKirch realized that the way the company presents its products is key to conveying the company heritage of quality design manufacturing. We took up rewriting of one of the most prominent of the Kirch licenses, the manufacture and marketing of the George Nelson line of iconic clock design. Kirch wanted the product descriptions to read like a museum’s catalog of an important art collection. We crafted dozens of individual product descriptions including historical background and design inspiration for each item in the collection.

© 2014 Lisa Merriam