pull out all the stops with a smart synthesis of function and glamor.
Newell-Rubbermaid’s Amerock division had enjoyed decades of trade channel success, but the advent of the big-box stores had made consumer direct a bright opportunity and a looming challenge. Strategy work evolved into a design engagement that resulted in one of the company’s highest-profile new brands.
Changing the old-line manufacturing assumption of if we build it, they will come is a perpetual challenge, and Amerock was just such a brand. Despite a clear mandate to leverage the new revenue opportunities presented by competitor success in stores such as Home Depot and Lowe’s, Amerock had failed to capture consumer attention, even though its knobs and pulls were considered quality trade staples.
A visionary marketing director decided that Amerock needed to be schooled in the principles of brand strategy and supplied with specific recommendations on how to reorient the marketing focus to capture the imagination of consumers. She came to us for that assignment.
Our solution was a consultative strategy project that evolved into a full branding engagement which included naming, brand identity, web site design, trade show installations, and point-of-purchase displays.
What we did:
- Stakeholder interviews and market research.
- Brand platform construction and brand architecture.
- New identity design and tonality development.
- Website visual and user experience design.
Client Quote: “I believe Heidi has already shared with you how incredibly well the brand work has resonated here, at virtually every level. As a result of the feedback, I was even asked to prepare a version of it to be included in a presentation to Joe Galli himself. For a company that has been very much under the radar in the Newell Rubbermaid portfolio, our growing visibility is in no small way due to the work you provided. Your efforts at tailoring your deliverables to help meet the expectations delivered upon my team put you squarely in the ‘above and beyond’ category.” –Jana Braxton, VP Marketing Communications, Amerock Corporation, A Division of Newell-Rubbermaid
Amerock’s new Galleria brand now enjoys a strong and successful presence in both consumer and trade channels.
