ISSUE |
Silver State Suppliers is a second generation, family-owned company that provides beautifully designed and crafted fabrics and decorative trims to the wholesale interior designer market. The sixty year-old company has grown and prospered through loyal customer and supplier relationships, and quality products, yet it struggled to break into the upper ranks of national distribution, and to change its perception as a local “mom and pop” fabric distributor. They approached Vanguard Media Group for a solution.

CHALLENGE |
Silver State’s management had chosen to separate its two product segments, workhorse upholstery and seating fabrics on the one hand, and premium-priced, premium quality decorative fabrics on the other. Such a strategy proved costly and confusing in terms of sales and marketing management issues, scale economies, and industry perception. Clearly, a new brand strategy was in order.

SOLUTION |
Using its proprietary Brand Character process, Vanguard overhauled the Silver State, Incorporated brand architecture to enable management to more efficiently employ sales and marketing resources across all product lines—present and future—without compromising perceptions of value, quality, or premium pricing ability, for any of them. Deliverables included new and refurbished identities, sales materials, advertising and a website and database platform that can easily evolve in sophistication and utility as the company’s growth requires.