Veer’s Niche Market Brand Saturation

Here’s a look at some not-so-traditional marketing that really caught my attention. Veer is a stock photography and font site for creative professionals. Every aspect of their brand is skillfully focused on creativity and the creative person. They even have a clothing and accessories line directed towards graphic designers and other similar professionals. (They have a great hooded sweatshirt that spans the word “KERN” across the zipper, letting the wearer kern by unzipping the hoodie… get it?) The main point is that they are very in-tune with their market. Almost too frequently (but not too frequently), they send email reminders touting special offers, sales, or featured photos/typefaces. A recent email was for “The Very Secret Order of Creatives Understanding” that directed me to a nice marketing site. The site is fun, and serves only to enhance Veer’s brand. The attention to graphical detail is what pulled me in, but activities include everything from an inspirational widget to a font-related codename generator to desktop wallpapers (to get the wallpapers, you need to solve riddles found in the official downloadable “handbook”… also known as more brand presence). The site is an experience, though, and it did effectively make me stop my busy day to look at- and to write to you about it. It certainly separates Veer from its competitors. (Although I must note, I’ve seen similar yet less frequent advertising attempts from Getty Images). Check it out. It may not interest you if you’re not in the design field, but it should interest you if you have any affiliation with marketing your brand or creating its image in your customers’ eyes.

Helpful Links:

http://www.veer.com/ideas/verysecret/