In late 2013, APEX Digital hired RCG to create a new branding campaign to re-launch their NuVision line of HDTVs and internet tablets. The assignment included brand positioning, theme line development, new graphics, new packaging, new photography; virtually everything except the NuVision name and logo needed to be created. To support these efforts, we also wrote, designed, and programmed a new website. From initial briefing to final delivery, the entire campaign had to be ready for the 2014 Consumer Electronics Show in Las Vegas – a mere 29 days away.
Needless to say, we moved quickly. With over 50 years of combined consumer electronics experience, we wasted no time finding the core of the NuVision brand. Then we developed materials that reinforced their position as a serious player in the higher-end electronics category. To enhance their stature, we combined clean, strong imagery with impactful graphics. The result was a campaign that not only attracted the attention of the country’s largest retailer buyers, it appealed to general consumers who were not yet pre-sold on NuVision’s name-brand competitors.