Business Need: CRS Elecronics had its origins in an automotive safety innovation for the school bus industry. However, over time CRS evolved into a ground breaking developer of LED lighting solutions applicable to commercial and residential building, industrial and outdoor markets. But CRS website and sales materials reflected a disjointed niche transportation focus through a hodge-podge of design efforts that had, by direct report, cost them business. CRS needed to update their brand image and all their marketing, communications and exhibition materials to establish their position in the rapidly developing LED market.
What Up Marketing did: First, CRS required an
update to their logo and their complete suite of corporate identity
materials that reflected a leader in lighting, not the automotive
industry. A logo revision incorporating a light wave was combined with
the development of a new graphical icon and wordmark demonstrating
industry leadership. The new identity elements were imposed on the
entire suite of corporate sales and communications materials. A
corporate video was produced to present CRS’s success in implementing
the largest residential LED lighting retrofit in North America. An
animation was created to highlight the role of the MR16 replacement
bulb in theretrofit and within the LED industry. The animation was
incorporated in the video and in a brand new corporate website that we designed
to recognize and serve the needs of the various vertical LED lighting
markets, for which case studies were developed. Trade show and
facility signage was developed to establish CRS marketplace visibility.
Creativity was a big part of the success of CRS’ brand transition, but
so was Up marketing’s role in segmenting and managing its development
while supporting CRS’ many sales promotional trade events.
The Result: CRS has received interest, sample requests and orders from various lighting industry verticals in North America, Europe and Asia. From their headquarters and manufacturing facilities in Welland Ontario, CRS Electronics is ready to build energy efficient LED lighting solutions for international leaders in the lighting, building, facilities management and street lighting industries. CRS’ Palace Pier retrofit, the largest residential LED retrofit in North America to date, was recognized with a certificate award by the Conservation Bureau of Ontario. They have appointed agents and dealers and will be opening their own new sales office in Toronto in early 2009. One of their recently appointed New York based dealers, who spent twenty-five years in the advertising industry, recently reported to CRS’ VP Sales and Marketing, "You have the clearest, most focused, easiest to use website in the lighting industry.”
See CRS Corporate Video. (embed video)