The photography market has been broadening further and further since the rise of digital cameras. And PMA has 80 years of history with loyal customers, so the question becomes how do we court this new class of pro photographer and still serve their base?
Don’t rebrand, expand.
By creating a new, separate identity, CliQ, we create a whole new way to experience photography. A brand savvy array of services, with local, regional and global photo shows, product reviews, industry news and a whole new community united around one idea, a collaborative brand that shares everything it knows about imaging. And serves a new, vibrant audience.
By opening up their annual convention in Las Vegas to the public, CliQ can engage more and more photographers in a way PMA never had before. A new brand doesn’t upset business as usual but instead lets the CliQ audience into the fold of satisfied PMA members. By creating the new CliQ website and social media platform, CliQ members can be invited to events, enter contests and participate in conversations all designed to reinforce the brand on a daily basis.
A new brand can generate new business, without upsetting your established reputation.