Irvine, CA: Since his appointment in February of 2015, new CEO Frank X. Muscatello has spearheaded a top-to-bottom revitalization of Interfit Photographic comprised of several major initiatives and changes including top-level talent recruitment, brand identity redesign, new e-commerce platform and website, and the development of innovative products.
Mr. Muscatello, an accomplished Sales and Marketing Executive with a successful track record of revitalizing and building brands in multiple trade channels, including Consumer Packaged Goods, Specialty Cosmetics and Consumer Electronics Industries, brings to the role his extensive experience in product development, supply chain management, branded marketing as well as a proven ability to successfully grow small to large manufacturing organizations. Muscatello stated, “We understand that in order to properly position the Interfit brand for future growth within the Studio Lighting category we must increase our relevance to both the end consumer and our retail partners. This will be accomplished by providing a consistent pipeline of high quality, innovative and compelling products that deliver quality performance at an affordable price”.
New Interfit Photographic Logo
Interfit will retire its original logo and color scheme after more than a decade of use.
A newly recruited design team has developed a modern and professional new look. Simple and understated, the dual-tone hexagon logo creates a visual double-entendre: two parallelograms interlock and fit together to create a greater two-dimensional hexagon, yet, when viewed three-dimensionally, comprise the two walls of a professional lighting softbox.
Modern, cutting edge font choice and new color palette signal the company’s evolution as we move into the next half of this decade.
Launching in October, the newly redesigned website serves as a central hub offering a comprehensive one-stop-shop for all Interfit products as well as a new professional photographer team and educational resources such as product demonstrations, lighting tutorials and more.
The Shopatron powered e-commerce backend enables customers to purchase any Interfit product through the website and Interfit’s extensive dealer network to fulfill these orders, allowing us to focus our marketing efforts on directly engaging end-consumers while supporting our dealer network by bringing them additional sales through our ecommerce platform.