As part of a five year investment strategy, Kaleidoscope (www.thinkkaleidoscope) has invested nearly $500,000 to increase capabilities within their innovation lab. The new investment is not only in people and processes, but new equipment including a state-of-the-art Digicon packaging finishing system (for comps and marketing samples) and computer numeric controlled (CNC) milling machines for structural prototyping.
“Kaleidoscope’s approach to iterative design utilizing comps and prototypes to evolve brand packaging solutions has been a big hit with our clients” said Carrie Mapes, Director of Strategy and Account Planning. “Our increased capabilities allow our clients to go from imagining abstract thinking to handling concrete ideas in 3D form. It’s a powerful tool.”
Kaleidoscope wants their clients to be able to make better decisions based on not just research, but trial and error “the prove out”. The team from Kaleidoscope understands that their approach allows client teams to communicate better between each other and gain feedback (and approval) from upper management. “This is the real opportunity for our immediate clients” says Mapes.
The investment strategy has nearly doubled Kaleidoscope’s capabilities for comp and mock-ups within Kaleidoscope’s Imaging Group (www.kaleidoscopechicago.com). “We now have one of the largest and most comprehensive packaging comp and prototyping capabilities in the country,” said Diane Buchi, Sales Manager for the Imaging Group. “Our clients are thrilled with our ability to bring all the pieces together (2D & 3D) under one roof.”
Kaleidoscope has the ability to provide the service of comps and short run marketing samples to their clients and other design firms. The advantage is to Kaleidoscope with an in-house capability, but does not preclude them from working with other design partners and competitors. “We’re a big happy family and just want to do great work regardless of who our customers are,” Buchi said.
Gary Chiappetta, President and Managing Partner of Kaleidoscope believes the real value in his firms approach to using iterative prototyping as part of the design process allows for innovation through evolution. “Rapid ideation, rapid design, and rapid prototyping allow for ideas to develop quickly,” says Chiappetta. “The idea is not to diminish the strategic thinking necessary for great design and strategy to align, but to prove it out over and over again and do it within budget and on time.”
Kaleidoscope is an integrated brand design realization firm that provides brand development and packaging solutions for consumer products goods companies and retailers. Headquartered in Chicago with offices in New York and the UK, Kaleidoscope collaborates with clients to discover, evolve and capture the most effective go-to-market strategies through 2D and 3D brand experiences. To learn more, visit the company Web site at www.thinkkaleidoscope.com.