SMARTIRE ROLLS OUT NEW BRANDING PROGRAM
By Adnews Staff
SmarTire of Richmond, BC, has begun rolling out the company's new branding program created by Detroit Creative Group of Vancouver. SmarTire, which develops tire monitoring systems for the automotive industry, appointed Detroit last fall to handle its branding account following an agency review that include Vancouver shops Realm Communications and Karyo Communications. Detroit has redesigned SmarTire's corporate identity, company logo, corporate literature, press and investor kits, new product literature and packaging, Web site and sales presentations. Detroit is the graphic design arm of Vancouver's Wasserman and Partners Advertising. Wasserman will handle SmarTire's future advertising activities currently being developed. "The challenge from a branding standpoint is that SmarTire's existing identity made them look too much like a tire company, not an innovative technology and product developer," Helen Wynee, general manager, Detroit Creative Group said. The updated look reflects the 13-year-old company's high tech sophistication and huge growth in the European marketplace, she said.