Acco Binder - category innovation

Webb deVlam and Wilson Jones recognized that an innovative view binder design could command premium pricing and shelf presence in the mature binder category. Detailed consumer analysis identified potential configurations for new products and consumer testing of prototype designs validated the concepts. The unique injection-molded configuration delivered a sophisticated appearance and new functionalities for technology driven business markets. The thoughtful design has not only led to strong sales, but strengthened industry perceptions of Wilson Jones as a design leader.