Malcolm
Fontier
Challenge
Malcolm Fontier’s eponymous modern travel accessory line was an instant darling upon its debut. Well-deserved nods from noteworthy publications like Wired, Dwell, and Lucky are a regular thing for MF’s clean, stylish, and vegan-friendly carryall line.
Nevertheless, the designer’s success begged a question: what next? How could his brand’s solid reputation translate into new products? How could the audience for MF products increase? What would those moves look like?
Solution
To answer these questions, Malcolm Fontier again turned to People of Resource. Our relationship began several years ago when Malcolm tapped People of Resource to fabricate his trade show displays. We count it as an honor that he continues to trust us as a collaborative partner.
To gain increased control over interaction with his customer base, we initiated a two-pronged video campaign that would demonstrate the products’ usefulness and also convey Malcolm’s modern explorer brand message.
To reward loyal retailers and, again, tighten control over direct communication with customers, we developed retail displays that use high-quality materials in creative ways to keep production costs low.
Through a series of creative workshops, we worked alongside Malcolm’s team to research, understand, and expand upon the opportunities that laid in front of the company.
Results
As a result of our video and retail display work, we were able to deliver more meaningful connections between the Malcolm Fontier brand and its fanbase.
As a result of our product design workshops, we were able to expand Malcolm’s audience by creating new bag designs that increase his product offering variety. Further, our design for a new, lower-priced bag, delivers a broader audience while maintaining his reputation for top notch quality.
