The objective was to create a new brand for a well-established home storage-product company with a goal to be the style and innovation leader for home storage and organization solutions.

During its first 20 years, MadeSmart primarily provided product for private label. But as the economic environment changed, retailers were not as interested in private label opportunities. However, the years of providing product for licensing left the MadeSmart brand without a voice of its own. Its existing branding was not in line with what it was currently as a company and where it wanted to go in the future.

MadeSmart produces a collection of products for the home that work as well as they look—helping millions of people get their lives in order, in style. Their products make it fun and easy to organize your life and put everything in its place.

The target audience of MadeSmart is defined by the company as the “Modern MadeSmart Woman.” She is described as follows:

She’s always on-the-go with kids, work, sports, vacations and life. Her home—often referred to as Grand Central Station—is her domain, and she takes great pride in keeping it under control and in style. She’s a savvy shopper and gets into “the hunt.” She knows what she wants and needs, but sometimes not until she sees it. Her friends are always asking her, “Where did you get that?” She has an eye for discovering high-end products that are designed well, yet priced right. From Nordstrom to Costco, Ann Taylor to Target, she seeks both style and value, always finding the perfect mix to make her feel smart and satisfied. Having order in her crazy-busy, on-the-go life is a basic need. It keeps her balanced and sane. The act of putting everything in its place is therapeutic for her. It’s rewarding, fulfilling and brings her a sense of peace—and control.

Read the full case study here: [http://www.aiga.org/case-study-madesmart-housewares/]