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Associated Shopfitters, now known as ASF “your perfect fit”, started working with Planet Creative in 1999/2000. A strategic review and marketing audit was completed by Planet Creative, together with executive team workshops, and the recommendation was made to re-brand the group. A detailed branding brief was developed that identified the need to present a more coherent and contemporary image to the market. Of particular interest was the need to attract world-class retail orientated potential clients to the services of ASF “your perfect fit”. ASF is Western Australia’s longest established shop fitting group operating out of fully owned premises in Malaga. ASF originally completed major shop fitting work on nearly all of the large suburban shopping centres including Boans Morley (1960’s), Booragoon, Carousel and Karrinyup to name just a few. Key clients have included Coles Myer, ANZ , McDonalds, Red Rooster, Just Jeans plus many others. By the late 1990’s the nature of the market had moved with more and more of the work being for international chains and franchised stores. The marketing and design work by Planet Creative led to the development of a new and exciting positioning with a new logo and suite of marketing and communication products including identity suite, corporate brochure , folder and website. The brief included new vehicle and uniform presentation. Today ASF is positioned very well and leads the sector. New clients have included Bakers Delight, Sub Way and Gloria Jeans all typical of the energy in the sector. The new identity has performed over the last 5 years and has differentiated ASF “your perfect fit” from a crowded marketplace. The key was a careful analysis of the marketing situation and a well directed creative response that has already stood the test of time.
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