About:
Metropolitan Protective Service provides armed and unarmed security personnel to Boston retail businesses. The organization also provides preventative plans and executive protection for some of Boston’s high profile clientele.
THE CHALLENGE:
Expand their Business!
Metropolitan wanted to expand their high-end retail clientele, primarily to the posh retail stores in Boston’s famed Newbury Street neighborhood. Their plan was to use a series of advertisements in local papers and Boston’s annual shopping guide. Metropolitan wanted to establish the company as a premier source for store protection and crime deterrent. The advertisements had to be innovative, without damaging the professional reputation they had achieved.
THE SOLUTION:
Establish a Strong Brand!
I wanted to focus on the professional, physical presence that the company provided the shops. I photographed Metropolitan’s easily recognizable shield to establish an iconic image that I carried throughout the campaign. The silver and navy blue shield, placed against black, provided a regal backdrop for their corporate messages. The shield maintained its identity even when reduced to black and white. After that unifying element was established, I worked on a variety of themes; each one presenting a different but unifying message to any possible clientele. That message was that if security is valuable to your business, Metropolitan could provide a unique solution tailored to your specific situation.
THE RESULT:
During the initial run of the branding campaign, Metropolitan was able to secure several new accounts in the Newbury Street neighborhood. To date, Metropolitan Protective Service still utilizes my branding for their marketing collateral.
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