The Product: Google, circa 1906 Over 100 years ago, when the building industry was experiencing a boom in America, architects were looking for a simpler way to search for building products and Sweets provided a “standard catalogue and index of building materials,” requiring the “co-operation of manufacturer and architect.” In other words, Sweet’s catalogues started as a powerful search tool that utilized consumer input to organize results.
Sweets.com continues to connect manufacturers with design professionals by gathering, organizing, indexing, enriching and distributing high-quality product information.
The Fast Forward The internet created a strikingly parallel situation for Architects and Building Product Manufacturers. Sweet.com, an early entrant to the online space, forestalled an aggressive marketing campaign to avoid cannibalization of the highly profitable Sweet’s catalogs. Sweets always represented the definitive source of product information available to the Architecture profession. However, some of that meaning was lost when the books were no longer printed and MHC did not transition that brand to the digital realm.
To clearly define the classic Sweets proposition of simplicity and accuracy online, we portrayed the iconic Sweets circle logo as a 3-dimensional ball that exists in an online realm to simplify and clarify the massive, interconnected information. In the end, the information is absorbed into the logo with a simple search field at the bottom of the logo inviting the user to find what they are looking for.
Our Marketing efforts demonstrated Sweets could appeal to the younger architects by adding online traffic and social media users that identified with the new Sweets brand.