PROFOUND SOUND CASE STUDY

goal:

Successfully launch new retail store

 

background:

The Wichita, Kansas market was already home to several established music instrument and sound reinforcement retailers. These were all “mom and pop” operations with a long history, but with a dated, conservative image. The client concurred with the importance of establishing a differentiated look for every aspect of the operation.

 

specifics:

Beginning with the logo, every component of ProFound Sound & Music was designed to present a clean, contemporary, and most important — consistent image to the public. Before beginning the project, I met with the client over an extensive period of time to ensure their commitment to an open, well-lit floorplan offering an impressive array of merchandise. This commitment included trained and experienced staff that provided an answer source for customers of all skill levels, and lessons available for any instrument in private sound-proof rooms. In addition to the brand identity, I designed the floorplan for the entire 5,000 sq. ft. store, including the “back of the house” areas; Interior design and graphics; signage; price tags; promotional components; newspaper and magazine advertising; billboards; TV and radio spots; and a 48-page mail order catalog.

 

results:

The store was an instant success. Despite its location in the far East suburbs, customers routinely traveled to the store. Much of the music instruments industry operates on a “dealership” model, with only a single outlet available in each market. ProFound’s success garnered them multiple new dealership agreements, often at the expense of their competitors. Within two years, an additional 3,000 sq. ft. was added to the store. Eventually, the success of the mail order business resulted in the original client selling out their interest to other investors.

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