Challenge:

To work with The Moscoe Group’s Category Management team to create a web site that distinguishes the Category Management function from the overall company, The Moscoe Group. While not a separate company, the Category Management group serves a separate and distinct purpose within the overall offering The Moscoe Group provides – and this web site’s objective was to tell that story.

Targeted opportunities:

• Create a sub-brand and web site that capitalizes the established brand value of The Moscoe Group name, while distinguishing the function and identity of the Category Management Group within The Moscoe Group
• Entice potential clients to contact Category Management by Moscoe Group by relating their experience, credibility and knowledge in the Category Management space

Approach:

Our approach was to focus on creating some level of branding to distinguish Moscoe Group Category Management from the overall Moscoe Group company. Despite not wanting to do an official branding process at this juncture, we created the Moscoe Group Category Management logo, representing dots in columns as “categories.”  We then designed a site around telling the story of category management at The Moscoe Group. Selecting imagery was a key component of relating the tale that behind every store shelf, there are analytics and plans that determine how product is placed, marketed and sold to consumers. Finally, we consulted on the type and execution of the copy for the web site.

Outcome:

The Category Management by The Moscoe Group web site launched on Friday, August 27, 2010.