Messaging, tone of voice, and brand identity for one of the largest promotional product distributors in the U.S.

AIA is one of the largest promotional product distributors in the U.S. The organization supports a large community of franchisees and independent resellers with a variety of programs and services. The brand had gone through various stages of change, however it never fully captured the energy and excitement that defines the promotional industry. 

We started with a brand strategy that fully positioned AIA as the organization that “propels idea people.” This led to the tagline “be boldly you,” which set the tone needed to build a strong colorful theme and connect with the value proposition of the brand. AIA core values were written to document their values for current and future affiliates who  have deep knowledge of the promotional industry. 

The AIA logo was revised with a lighthearted graphic by turning the letterform i into an exclamation point. Ultimately, affiliates in the promotional industry are selling some form of recognition and establishing excitement. The exclamation point in the logo helps reinforce that buzz. The brand color palette, and design details were all created to maximize excitement, and stand out representing an industry at the heart of promotion. 

AIA supports their customers with different marketing initiatives including shows that feature the latest from suppliers and manufacturers, break out sessions, and networking. We supported one of their shows with graphic brand elements that detailed the AIA brand strategy and tone of voice in support of the affiliates. Brand assets included free standing signage, posters, floor decals, table top covers, arches, inflatable portable furniture and more. We wrote the keynote address and participated in speaking at the breakout sessions.