For Glue Dots, our process began with research including an analysis of competition, retail exploration, focus groups and conversations with crafters, teachers and consumer and industrial product distributors. The reviews of the product itself were good, but Glue Dots was not getting optimal placement in stores and they were not penetrating their list of retail outlets.

Research confirmed our instinct that the logo was not communicating the product's function or ease of use. CDC then created a relevant, consumer-friendly brand and tag line for the Glue Dots retail products, extending it to Web, packaging, marketing materials, trade show graphics and advertising.

When the new logo, advertising and packaging hit the market, existing vendors not only gave the product better placement, but also picked up more of their line. Retail distribution and sales have continued to grow beyond projections. CDC continues to partner with GDI in expanding their product line and their relationship with their customers.