USFI Creates Latina Brand Identity, Goes to Market

Opportunities can come in a variety of disguises. When an up-and-coming new company wanted to create packaging for a new line of cosmetics, they turned to someone recommended by a colleague-USFI. Because Nancy Henger, VP of Operations at USFI, had worked effectively for that colleague in the past, she was able to offer USFI's full range of marketing and communications services to the new client.

"I was trained to say yes to any and every request a client might make," says Henger. So what started as just a small amount of work on the new product's packaging grew in step with the client's increasing confidence in USFI's capabilities. The client in question was Mia Mariû, the first-ever Latina cosmetics line in North America. Created especially to enhance the beauty of today's Latina, Mia Mariû demanded a whole new approach in an industry that's seen it all-again and again.

And that's what they got from USFI. As a full service marketing-communications agency, USFI is prepared to think holistically about every client it takes on. For Mia Mariû, that meant far more than just designing some packaging. It has meant nothing less than creating and marketing a brand from the ground up, complete with graphic standards, catalogues, ads, packaging, production, warehousing and distribution.

And as the product is readied for launch, USFI is creating a direct sales web portal to ensure the user experience is consistent across all media. It is this depth of expertise that allowed USFI's role in the new company's development to grow as it has. To get a fuller sense of what USFI can do for your marketing and communications efforts, contact Nancy Henger today, at nhenger@usfi.com. And be prepared to be surprised at what USFI can do for your business.