130 Years of Creative Expression
Prang was founded in 1882 by Louis Prang, an American printer, lithographer, and publisher who believed that art played a vital role in fostering imagination and independent expression — especially in children. The same passions that drove Louis Prang’s innovations continue to inspire our modern product line. 321 was honored to partner with Prang to help reenvision the brand across web, digital and social channels.
Florida
2019
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- Dev
- Strategy
- Design
01
The Project
- Dev
- Strategy
- Design
During initial discoveries, the Prang team provided strong research and consumer data that showed serious disengagement with Prang’s brand identity, awareness and position. The emotional connection that Prang was founded on was lost in an oversaturated market and a misperception of what the brand “right space” needed to be. So 321 and the Prang team collaborated on developing a new web identity and complementing social strategy that revolved around the concept of “Inspiring & Discovering”.
02
The Approach
321’s approach was to build a truly unified brand experience that realigned Prang’s online presence with who they truly were – an art brand that empowers children to develop creative, motor and critical thinking skills through art. Our design and development efforts were focused on creating a website that was full of personality, featuring a playful and vibrant aesthetic that was infused with Prang’s colorful products and mantra of ‘Bringing imagination to life’.
Coupled with the visual narrative, 321 also developed an e-commerce style product catalogue that showcased Prang’s full line of premier art supplies
03
VISUAL CONCEPT
A key component to Prang’s revised brand system was developing a series of visual concepts that exemplified their revitalized message of “Inspire Limitless Creativity. Discover Endless Possibilities”.
04
Social Strategy
In conjunction with our website efforts, 321 developed a social strategy that involved a complete overhaul of Prang’s social platforms. After we conducted our initial audit and analysis – we devised a strategy that focused heavily on engagement and UGC. We leveraged “unleash your inner artist” as a way to bring organic and relatable content to the brand.
05
PRODUCT PHOTOGRAPHY
To complement the revised brand framework and website, 321 also shot a series of product and lifestyle photography that helped visually tell the brand experience. These images were used across various communication touchpoints.
