March 2020 has led to a number of changes in Canada and around the world due to the COVID-19 pandemic. Non-essential businesses and retail stores have closed, events and professional sports have been cancelled, and quarantine and self-isolation is now a part of everyday life helping promote social distancing to stop the widespread of coronavirus. Although brands across every industry are affected and have seen campaigns postponed and their reach limited, here are some ways that ICON has been helping brands continue to reach their target audience.
ICON Visual has re-purposed its large format printing facility to help produce personal protective equipment for non-essential businesses across Canada. Our acrylic inventory has been redesigned to create face shields and sneeze guards that have been helping protect employees and customers at pharmacies, supermarkets, and restaurants. Sneeze guards help create distance and protect front-line works at cash desks, banks, and pharmacies; face shields add an extra layer of protection for healthcare workers and the general public and are easily cleaned and re-usable in comparison to traditional PPE.
Due to the closure of the majority of retail stores across Canada, many brands have looked to alternative methods in increasing security for their street-level storefronts. ICON’s temporary window vinyl campaigns help brands create positive messaging for their audience while adding a layer of privacy by covering in-store merchandising and inventory. Alongside serving as branded privacy glass, the vinyl helps hold the glass together in the rare instance of cracked glass or breakage. This easy-to-install, low-tac material can be removed easily following the return to daily operations.
With brick and mortar sales limited due to social distancing, brands have been turning to e-commerce to help bolster sales. While video shoots have been postponed, animation is a viable route for brands while adhering to social distancing best practices. ICON Media’s team of animators, editors, and creative designers are working from home to promote social distancing while creating positive messaging that brands are launching across their web and social channels to increase brand awareness and drive e-commerce sales.
ICON Visual’s small format printers have been operating at full capacity to help our clients manage COVID-19 closures. With the lack of brick & mortar and experiential promotions, brands have turned to more traditional marketing channels like direct mail services to reach their audiences. Coupons, catalogs, and brochures are just a few examples of marketing collateral being mass produced and mailed to reach a broader audience across the country.
Many businesses are continuing to operate providing food, medicine, and other essentials to their local communities. In-store directional signage serves as a reminder and instructions to employees and customers on best practices while out running errands. Floor vinyl has been used to help maintain social distancing; posters and banner-stands teach customers proper hand-washing techniques.
About ICON Digital Productions Inc.:
ICON is a multifaceted global leader in visual communications media with over 25 years’ experience delivering high-profile, large-scale digital and print media solutions. As branding partners, ICON is in tune with the needs of today’s marketing environment and have earned credibility as leaders in All Things Visual.
ICON designs, produces and installs a diverse range of products for retail POP displays, outdoor signage, event graphics, trade show exhibitions, video walls, digital wayfinding programs, original social content, vehicle graphics, architectural graphics for windows, walls and floors, stadium graphics, custom applications, and much more.
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