Before partnering with ABI, DayGlo had a brand awareness challenge. The brand had achieved a certain amount of cache in the 1980s when bright, bold colors were all the rage. However, DayGlo is much more than the neons, and decided the time was right to tap market opportunities at a higher level.
DayGlo engaged ABI to help the company connect with the brand and design community, essentially shifting its reputation from color supplier to color partner.
As a first step, ABI realigned the company’s market outreach with a new positioning platform and sales approach under the tagline, “Color. Only Better.” This succinct market position communicates to retailers, brand owners and designers what DayGlo’s color and color experts make possible for brands.
ABI then worked with DayGlo to upgrade and overhaul its website around the message and image. The site was reorganized around applications and markets so that brand owners from various industries (and with various color needs) could visit www.DayGlo.com and find out, quickly, color’s role in building consumer interest and loyalty. The redesigned site also includes easy access to technical data, such as formulation advice and material spec sheets for ink and coatings makers, master batch producers and plastics molders.
To appeal to designers, ABI developed an interactive design tool showcasing the impact of DayGlo’s color effects on basic colors. The tool features an easy-to-navigate database of virtual colors that can be blended to achieve specific color effects and unique color palettes. It also allows site visitors to order color samples for any colors they’ve blended in material form.
In less than one year, visits to DayGlo’s website and the design center have increased by 200 percent and the company’s sales teams are able to use the interactive design tool in customer meetings. ABI then began helping DayGlo take the Color. Only Better message to China and Brazil and as the company continues to evolve and grow, its website continues to play a visually evocative role in showcasing the 21st century DayGlo.