Background

China’s economy has been booming over the past five years with no signs of slowing down, accompanied by rising consumer demand and consumption. This has ushered in a new era of upgraded spending habits and lifestyles in all aspects – from unassuming everyday objects such as the toothbrush to luxury cars and the like. The housing market has not been spared from this change either; home owners are no longer just satisfied with good residential locations but place a larger emphasis on the interior of the home and its furnishings. Though the demand for domestic elevators has been on the rise, most of such elevators available on the market are in fact just downsized versions of commercial elevators and do not meet certain safety, maintenance and noise standards for residential use. Delta Plus is a newly established domestic elevator brand backed by a team of accomplished engineers and dozens of patented technologies from years of research and development. The brand’s vision is to make specially designed residential elevators available to home owners and families in China. For this, we were commissioned to help Delta Plus create a complete go-to-market strategy, from conceptualizing and creating its brand identity, designing the brand logo and office supplies to the creation of user interfaces.

Challenges

Even with the demand vacuum in the residential elevator market, a majority of industry players were still making use of the B2B business model, with just a handful of brands approaching the end-consumers to make direct sales. 

• As a newly established home elevator brand, how can Delta Plus bridge the gap between consumers and stimulate demand?
• How can they champion the residential elevator category and hence enter the homes of more people?

Solution:

Though Delta Plus was aiming to grow their brand in the B2C category, we had some initial doubts about this approach to sell directly to customers. Before we dived into the creation of a branding strategy, we re-examined the business model to address our concerns. This led us to discover that residential developers themselves were not actually responsible for the installation of elevators in villas. The demand for sizeable villas greater than 200 square meters has also been steadily growing and in turn sparking an increase in the purchase of home elevators. These analysis gave us confidence in pursuing the B2C model, and enabled us to successfully determine the target audience for Delta Plus. We created a strategy complete with a brand structure, product plan as well as future parent-child branding possibilities. Once the brand positioning was in place, we then moved on to establish a brand identity system that encompasses the brand vision as well as the advanced technology that its products stand for, creating assets such as the logo, colour palettes, brand tonality, icons and user interfaces for the best user experience.

Result:

Sales figures far exceeded the expectations of our client within the first year of introduction to market. At the same time, the residential elevator market became considerably more recognized thanks to the success of Delta Plus.   

Solution

Though Delta Plus was aiming to grow their brand in the B2C category, we had some initial doubts about this approach to sell directly to customers. Before we dived into the creation of a branding strategy, we re-examined the business model to address our concerns. This led us to discover that residential developers themselves were not actually responsible for the installation of elevators in villas. The demand for sizeable villas greater than 200 square meters has also been steadily growing and in turn sparking an increase in the purchase of home elevators. These analysis gave us confidence in pursuing the B2C model, and enabled us to successfully determine the target audience for Delta Plus. We created a strategy complete with a brand structure, product plan as well as future parent-child branding possibilities. Once the brand positioning was in place, we then moved on to establish a brand identity system that encompasses the brand vision as well as the advanced technology that its products stand for, creating assets such as the logo, colour palettes, brand tonality, icons and user interfaces for the best user experience.

Result

Sales figures far exceeded the expectations of our client within the first year of introduction to market. At the same time, the residential elevator market became considerably more recognized thanks to the success of Delta Plus.   

​

Background

Delta Plus is a newly established domestic elevator brand backed by a team of accomplished engineers and dozens of patented technologies from years of research and development. The brand’s vision is to make specially designed residential elevators available to home owners and families in China. We were commissioned to help Delta Plus create a complete go-to-market strategy, from conceptualizing and creating its brand identity, designing the brand logo and office supplies to the creation of user interfaces.

Challenges

Even with the demand vacuum in the residential elevator market, a majority of industry players were still making use of the B2B business model, with just a handful of brands approaching the end-consumers to make direct sales. 

• As a newly established home elevator brand, how can Delta Plus bridge the gap between consumers and stimulate demand?
• How can they champion the residential elevator category and hence enter the homes of more people?

Scope 

Brand Strategy, Product Strategy, Brand Identity System, Stationery Design, Key Visual, Icon Design, Human-Computer Interaction (HCI) Interface Design

Solution

We created a strategy complete with a brand structure, product plan as well as future parent-child branding possibilities. Once the brand positioning was in place, we then moved on to establish a brand identity system that encompasses the brand vision as well as the advanced technology that its products stand for, creating assets such as the logo, colour palettes, brand tonality, icons and user interfaces for the best user experience.

Result

Sales figures far exceeded the expectations of our client within the first year of introduction to market. At the same time, the residential elevator market became considerably more recognized thanks to the success of Delta Plus.   

​

Background:

China’s economy has been booming over the past five years with no signs of slowing down, accompanied by rising consumer demand and consumption. This has ushered in a new era of upgraded spending habits and lifestyles in all aspects – from unassuming everyday objects such as the toothbrush to luxury cars and the like. The housing market has not been spared from this change either; home owners are no longer just satisfied with good residential locations but place a larger emphasis on the interior of the home and its furnishings. Though the demand for domestic elevators has been on the rise, most of such elevators available on the market are in fact just downsized versions of commercial elevators and do not meet certain safety, maintenance and noise standards for residential use. Delta Plus is a newly established domestic elevator brand backed by a team of accomplished engineers and dozens of patented technologies from years of research and development. The brand’s vision is to make specially designed residential elevators available to home owners and families in China. For this, we were commissioned to help Delta Plus create a complete go-to-market strategy, from conceptualizing and creating its brand identity, designing the brand logo and office supplies to the creation of user interfaces.

Challenges:

Even with the demand vacuum in the residential elevator market, a majority of industry players were still making use of the B2B business model, with just a handful of brands approaching the end-consumers to make direct sales. 

• As a newly established home elevator brand, how can Delta Plus bridge the gap between consumers and stimulate demand?
• How can they champion the residential elevator category and hence enter the homes of more people?

Background

China’s economy has been booming over the past five years with no signs of slowing down, accompanied by rising consumer demand and consumption. This has ushered in a new era of upgraded spending habits and lifestyles in all aspects – from unassuming everyday objects such as the toothbrush to luxury cars and the like. The housing market has not been spared from this change either; home owners are no longer just satisfied with good residential locations but place a larger emphasis on the interior of the home and its furnishings. Though the demand for domestic elevators has been on the rise, most of such elevators available on the market are in fact just downsized versions of commercial elevators and do not meet certain safety, maintenance and noise standards for residential use. Delta Plus is a newly established domestic elevator brand backed by a team of accomplished engineers and dozens of patented technologies from years of research and development. The brand’s vision is to make specially designed residential elevators available to home owners and families in China. For this, we were commissioned to help Delta Plus create a complete go-to-market strategy, from conceptualizing and creating its brand identity, designing the brand logo and office supplies to the creation of user interfaces.

Challenges

Even with the demand vacuum in the residential elevator market, a majority of industry players were still making use of the B2B business model, with just a handful of brands approaching the end-consumers to make direct sales. 

• As a newly established home elevator brand, how can Delta Plus bridge the gap between consumers and stimulate demand?
• How can they champion the residential elevator category and hence enter the homes of more people?

Solution

Though Delta Plus was aiming to grow their brand in the B2C category, we had some initial doubts about this approach to sell directly to customers. Before we dived into the creation of a branding strategy, we re-examined the business model to address our concerns. This led us to discover that residential developers themselves were not actually responsible for the installation of elevators in villas. The demand for sizeable villas greater than 200 square meters has also been steadily growing and in turn sparking an increase in the purchase of home elevators. These analysis gave us confidence in pursuing the B2C model, and enabled us to successfully determine the target audience for Delta Plus. We created a strategy complete with a brand structure, product plan as well as future parent-child branding possibilities. Once the brand positioning was in place, we then moved on to establish a brand identity system that encompasses the brand vision as well as the advanced technology that its products stand for, creating assets such as the logo, colour palettes, brand tonality, icons and user interfaces for the best user experience. 

Result

Sales figures far exceeded the expectations of our client within the first year of introduction to market. At the same time, the residential elevator market became considerably more recognized thanks to the success of Delta Plus.   

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