In March 2003, Ulbrich's hired Flynn & Friends to develop a new name, identity and logo for the business; do creative for print, radio, television, and outdoor; and plan and buy media. As Ulbrich's agency of record, our goal was to create and reinforce an image that positioned our client as the place in Western New York for water garden design and supply.

Our first challenge was to develop a new name.

Over a period of several weeks we developed dozens of potential identities, finally deciding on "The Water Garden Gallery at Ulbrich's." The name worked for two reasons. The first was that the word "Gallery" captured the aesthetic appeal of water gardening, consistent with the interests of the target market. The second, and equally important reason, was that it maintained continuity with the existing business identity by including "At Ulbrich's."

Name in place, logo followed. Melding an artist's palette with a lily pad, the visual further reinforced the "gallery" idea, while a friendly frog carried over from past advertising added a splash of fun.

A print ad in Spree Magazine (shown above) further developed this image with water garden photographs displayed in gallery-style frames under the headline "Everything you need to create a masterpiece in your own backyard."

We also brought the new logo to life ? quite literally ? in a 10-second TV commercial. The lower cost of a :10 commercial allowed us to run approximately 1/3 more spots than we would with a :30, adding that much to our frequency, which we discuss in the next section.

At the same time, we designed a billboard specifically for two available locations along the main route to Ulbrich's, one eastbound and one westbound. This local presence helped point visitors to their nearby location.

Meantime, Ulbrich's itself implemented the Water Garden Gallery theme throughout their property. They hung framed pictures of water gardens inside, had a water colorist paint water gardens on their outside walls, and redid all of their signage, including investing in a lit sign with the new logo and name.

Creative created and implemented, it was time to plan the media buy that would get the Ulbrich's message out.

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