case study

a new frame of mind

client

American Frame

how we helped

logo development
brand guidelines
supporting elements
brand management & protection
email campaigns
photography
collateral
packaging

American Frame is a comprehensive supplier of DIY picture frames, mat boards, framing supplies, and fine art printing services. The company is a family-owned business that was founded in 1973 in Toledo, Ohio. Our partnership focused on a rebrand and strategic marketing plan to represent the brand and its customer base accurately. Design2influence and MadAveGroup developed their tagline: “Your work deserves an American Frame^®” to connect to artists, art collectors, and DIYers.

framing an iconic symbol

The American Frame logo dates to its roots as a company. The use of the pinwheel molding began in 1979 before the company was called American Frame. Since then, design2influence updated the logo by framing their most popular symbol with a black frame and white mat. We also introduced the American Frame logotype as a new typeface.

a guide for consistency

American Frame wanted to introduce consistency in the communication of their brand. Design2influence created a brand guide to help the American Frame internal team communicate consistently through visual and verbal standards. These standards established rules about how to carry the look, feel, and voice of the brand to increase local brand recognition.

putting online sales above the line

American Frames primarily functions through online sales, and they wanted to boost their presence to improve online results. Customers of American Frames took action because of the targeted brand approach created by the combined efforts of design2influence and MadAveGroup. Company sales increased by 17% through their digital channels.

mastering direct mail to museums

American Frame reached out to all museums in the United States to promote their high-end framing and archival materials. Museums utilizing in-house print framing were the perfect customer for a direct mail campaign. The product display presentation box contained a selected series of frame samples for museums and was intended for cataloging products.