The challenge for Celine Countryman Image Archives was to create marketing materials that raise the level of archiving to an art form. A competitive analysis showed everyone was talking features (acid-free paper, etc.) but no one was talking emotional benefits. From there, we conducted our own primary research to better understand the target audience’s pain point and uncover the sweet spot to create a concept that was relevant, poignant and focused on the emotional benefit of the art of archiving.
