Luxe Branding a Trade Staple

“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 NewellRubbermaid

The Challenge

Following decades of trade channel success, the advent of the big-box stores made consumer-direct a bright opportunity and a looming difficulty for Newell Rubbermaid’s Amerock 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 products were considered quality trade staples.

Amerock knob

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 marketing to capture consumer imagination.

The Solution

Amerock strategy slides
Several of the hundreds of slides we produced to explore and convey the new brand strategy

Category research, competitive landscape analysis, requirements gathering, and stakeholder interviews supported brand and marketing insights used for a series of detailed strategic recommendations. This work resonated so well within the organization that a full branding engagement followed.

Galleria logo
Our final logo design for the trade-turned-consumer brand

The expanded engagement included comprehensive strategy, branding, and marketing communications work, and included:

Galleria brand concept
New brand executions signified products as works of art.
The new brand homepage

The Results

Amerock’s Galleria brand is now one of the most visible and successful in the portfolio, enjoying a strong and successful presence in both consumer and trade channels.