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    A Brand Of Pro Crew

    While ‘home installations’ was a new market for B&H, it had aggressive plans to grow quickly. Through consultations with YODI, a direction for a new sub-brand was formed in order to create a semi-independent force, while still leveraging B&H’s brand equity. YODI was asked to construct the entire brand identity, from the naming to the uniforms that technicians would wear. We created a visual system that drew its inspiration from B&H’s existing identity, since the new brand would be presented as a division of B&H.

    The challenge was to create a system that would serve as a strong foundation for a multitude of materials, mediums, and targeted messages. Having studied the playing field, YODI developed a strategy to capitalize on B&H’s existing strengths like having the widest selection of products, while creating a new strength of personalized service. This would be achieved with friendly and ‘open’ visuals, with a focus on the service team. Pro Crew would become the friendly name to call on for all computer, home theater, and A/V installation and repair services.

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    • Name + Logo

      The unique position of this new division was relying on the wide variety of experts on the team. Ranging from home theater, to surveillance, this was a highly capable group. We aimed for the name to convey this uniqueness, but keep the name functional and straight forward. We also wanted a name that would be easily remembered. Thus, Pro Crew was born. The logo was designed to be attached to the B&H logo, which meant it couldn't overpower or clash with it. It would also need to stand on its own for certain applications. The yellow color was drawn from the B&H logo which has a construction/builder vibe that we wanted to give off.

    • Brand Identity

      A brand identity was design around the Pro Crew and B&H logo in order to create one cohesive system. The identity included everything that the new division would require, such as icons for technician types and services, as well as uniforms, in-store booth, and a van wrap.

    • Brochure

      The new division required a brochure that would provide customers with a rundown of available services. Being that Pro Crew was a new brand, we infused general brand messages as a means for launching the brand's identity.

    • Ads

      A series of ads were created to promote Pro Crew in magazines, and the B&H catalog. The ads lives were extended, as they were translated into outdoor banners, meant to increase awareness.

    • Website

      Pro Crew needed online presence where it could offer a list of services and enable users to schedule a consultation. YODI created a design that would fit in with the rest of the B&H site, but would also bolster the new Pro Crew brand identity.

    • Web Banner

      Several web banners were created for the online part of the launch campaign. They served as links to the Pro Crew web page.

    • Web Spot

      YODI created a spot that would be placed as prerolls on related online portals. The 'short and to the point' method was used to quickly sell the key points of computer services to customers as they passed by.

    • Web Spot 2

      The second web spot was meant to explain the home theater installation list of services in greater detail. It was designed to be featured on screens at the retail location, events, and on the Pro Crew website.