Branding
The staxi® transport chair is the best selling nestable transport chair worldwide, designed for large facilities such as hospitals and airports as a more robust, reliable wheelchair alternative. Chameleon created a new logotype for staxi where the typography reflected the durable strength of the product contrasted with the softness of the blue heart, representing both the inherent caring functionality of the chairs and the genuine love both users and carers have for the product.
Website
staxi® are a Canadian company whose biggest market is North America. We designed and produced a business to business website, aimed primarily at healthcare and airport facilities. We worked closely with the marketing leadership team to identify our core brand messages and positioned staxi® as the Strongest Design, Hardest to Steal and the Safest to Use. The website became the main portal for sales information and support vehicle for customer services, housing downloadable product specifications and manuals. The site needed to be simple and intuitive, communicating quickly, effectively and authoritatively the product benefits to specific audiences. Video proved a successful medium for communicating product demonstrations, installation instructions and gathering customer testimonials.
Email Marketing Campaign
We rolled out a series of successful email marketing campaigns to increase brand awareness and drive sales. These included a promotion to support Breast Care Awareness, where a limited edition of pink staxi® chairs were originally produced as a competition prize. This had a huge response and led to a demand for the pink chairs to be made available for sale.
New Product Development
Chameleon worked closely with the senior staxi® marketing team to explore new marketing and product opportunities, including the development of the VA Patriots range, specifically aimed at the large US Veterans Affairs medical facilities. The brand was applied to a range of staxi® chairs and products.
