Brand Enhancements
MiresBall develops new brand for international nail care company
Las Vegas, July 25, 2007—A ubiquitous presence on international runways and at local beauty salons, Creative Nail Design recently completed a makeover of its own.
The new brand—which MiresBall developed for the professional nail care company—was unveiled last week in front of over 400 industry leaders and trendsetters. The event coincided with Cosmoprof, one of the beauty industry’s most influential international tradeshows, and marked the single largest gathering in the Southern California-based beauty company’s 27-year history.
Positioned around “advancing the industry,” the new brand captures Creative Nail Design’s leadership in product innovation, education, industry advocacy and fashion. To highlight the company’s role in redefining the industry, MiresBall recommended a more confident, stripped down name and aspirational tagline. The result: CND, “Hands. Feet. Beauty.™”
“Since the very beginning, we have focused on advancing the nail care industry by offering world-class products, support and education. With our new positioning and name, CND is poised to expand the boundaries of hand and foot care even further, making it part of a total vision of personal beauty,” explains CND co-founder Jan Arnold.
San Diego-based MiresBall worked with CND to execute the new brand identity—which is anchored by a high-impact logo and clean, modern visual system—across all major touch-points with the brand.
The centerpiece of this effort was the design of a unified packaging system for CND’s 200-plus products. Other highlights include a visual system and nomenclature for the company’s educational program and name development for its flagship teaching venue and state-of-the-art salon, slated to open in Los Angeles in Spring 2008. In addition, MiresBall designed a myriad of print materials, a corporate website and a large-scale print advertising campaign to support the new brand.
“Our partnership with CND has been incredibly creative and rewarding. Working in close collaboration with their team, we have staged a comprehensive transformation of the brand. From a new name and tagline to a more sophisticated and unified brand image, we have literally changed the face of CND,” explains John Ball, partner/creative director for MiresBall.
Kim Natale, director of marketing for CND, agrees. “We worked hand-in-glove with MiresBall. They built on our ideas; we built on theirs. As a result, the brand has been reinvented but in a way that seems entirely in line with the vision and values of the company.”
The brand revitalization unfolded over an 18-month-period and involved intense collaboration with senior members of CND’s marketing team. In addition, MiresBall worked closely with core stakeholders to achieve internal buy-in from CND’s executive committee and parent company, Barcelona-based Colomer. The new CND brand was unveiled internally prior to last week’s event, and has been eagerly embraced by Colomer and CND employees.
“While our focus was on streamlining the Creative Nail Design brand, it was equally important to honor our heritage and past accomplishments. We accomplished this by involving our managers early in the process, so they felt ownership in the new CND brand before it was introduced to key business partners and customers,” said Jacquie Johnson, vice president of marketing for CND.
About CND
Founded in 1979, CND is the global leader in professional nail, hand and foot beauty. Deeply committed to advancing the nail care industry, CND devotes significant time and resources to product R&D, education and customer support. In addition, CND is an industry-leading advocate for the role of nail care in personal beauty and fashion. For more information about CND, visit www.cnd.com.
About MiresBall
Founded in 1984, MiresBall is one of the largest independent brand design agencies in Southern California. A trusted partner of leading national and global brands, MiresBall creates market differentiation by bringing together two powerful ideas—lifestyle and innovation. The agency’s expertise lies in developing and implementing fully integrated marketing campaigns encompassing positioning, identity development, messaging, advertising and print, packaging, tradeshow environment and Web design. For more information about MiresBall, visit www.miresball.com.
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