Nielsen Bainbridge

The Challenge

Nielsen Bainbridge is one of the world's leading producers of high quality picture framing products. As world leaders in research and ground breaking new products, Nielsen's innovation drives the industry. For over 25 years, Nielsen has been bringing picture framers the highest quality aluminum frames in the world, and a large part of their success has relied upon its constant introduction of new innovative designs that reflect the latest interior design trends.

Nielsen came to GK Brand with the goal of strengthening and rejuvenating its brand identity as a manufacturer of the finest quality frames, with a heightened sense of style and design. As design and technology perpetually evolve, Nielsen wanted to remind consumers that its unwavering commitment to quality, value and selection remained unchanged.

What we did

To breathe new life into the Nielsen brand, GK Brand recommended a three-pronged strategy:
(1) Enhance and update Nielsen’s visual brand identity.
(2) Develop incisive, objection-countering market messaging for Nielsen to framers.
(3) Improve the dissemination and presentation of Nielsen’s brand and marketing messaging to framers.

The ultimate goal was to create a brand with inherent visual appeal that portrayed an innovative company and a worldwide leading producer and distributor of high quality picture framing and presentation products.


With this goal in mind, we created a brand that not only depicted the company’s size, strength and stability, but also alluded to Nielsen as being a reliable source for museum quality preservation, presentation and display. We developed the tagline “Renew your sense of style,” as well as a 100-word positioning statement, a book of branding guidelines, and unique typography.

We additionally ran an advertising campaign, produced sales kits, product catalogues, designed packaging, as well as developing promotional and incentive programs. Finally, we helped Nielsen assure every framer that, while Nielsen’s frames may not be for every framing job, their quality and style ensured that belong in every frame shop. The success of the brand refresh was clearly captured through the ROI.

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