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Cross Platform / Young's Dry Cleaning

Submitted By Cerberus

Description

After Hurricane Katrina destroyed everything their family had worked to build since 1940, Young’s Dry Cleaning teamed with us to completely redevelop the brand and design a cost-conscious set of tactics to incrementally increase their free pick-up and delivery business.

Objective

After a thorough planning process, our design team developed a completely new brand identity forged around the idea that the brand had remained unchanged since 1940. Of course, the new Young’s brand was actually conceived and established some 70 years later. The tagline, Keep Your Clothes Looking Young’s! was written in the same vein, to create a sense that Young’s had always been an established advertiser and member of the New Orleans community. The branding campaign was expanded further to include a new branded website with enhanced functionality, print advertising campaign, store signage, company vehicle designs, social media campaign, and direct mail campaign among other web search and public relations tactics.

Technical Challenge

Transform a sleepy, old New Orleans brand into a vibrant, dynamic brand poised for growth and expansion. Young’s free pick-up and delivery business has increased by an astounding 243%, in-store sales increased 11%, and overall sales are up 25%—all at a time when dry cleaning is losing customers nationally. The branding campaign received national recognition by winning a silver award in the American Advertising Federation competition in New York.

Credits

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