Changing perceptions by design

Custom Electronic Design and Installation Association (CEDIA) was looking to increase it's member base of Custom Electronic Installers around Australia, and at the same time position themselves alongside high-end interior and building design brands to increase their standing in the industry.

Working in collaboration with the CEDIA marketing team, Freckle devised a series of premium sales brochures to reposition the CEDIA brand in the eyes of the consumer and installer, as a mark of quality. The creative idea was to showcase high-end installations, with quotes and testimonials from industry experts. The design would sit comfortably alongside premium home and lifestyle publications, where the target consumers would be familiar. Brochures targeted Builders, Designers & Architects, and homeowners.

By association, the installers who where 'CEDIA certified' would then be seen as highly qualified and reputable – making CEDIA training and membership an attractive and profitable option for installers around the country – thereby increasing membership.

The new material made the sales process smoother for the CEDIA team and enabled them to build a stronger case for recruiting members. The brand refresh increase morale internally, providing an asset which they were proud to present to their prospects.