Putting craftsmanship at the heart of a family-run business

Since 1979, ERW has been carving a reputation for creating beautiful, bespoke timber doors and windows. We were approached by them to develop a new brand identity that would help unify and simplify their offer as the premium nature of the products wasn’t being reflected in their current brand. They needed a new direction and brand identity to help them shout about their offer, as well as a 12 month marketing strategy to promote the brand and it's offering.

From looking at the competition, we uncovered that no-one else was conveying the level of craftsmanship behind their products or showcasing the level of expertise and knowledge required by the joiners and fitters. This was ERW’s opportunity to stand out in the market. The new brand let’s the customer behind the scenes and puts a spotlights on the makers, adding value to the products by showing off the detailed process involved with each order.

We developed a new logo using a symbolic woodpecker icon, which personifies the brand - giving it character and originality, as well as a contemporary colour palette using tones inspired by the redwood tree that ERW sustainably source for all of their products.

To launch the new brand and reach new customers, a 12 month marketing strategy was developed incorporating a range of marketing, PR and digital solutions. A bank of new product photography and case studies were created for use across marketing materials and social media, and the new brand was rolled out - starting with a completely new, bespoke website.

ERW’s new brand is now cohesive throughout its marketing efforts, and fits effectively with the key values of the company. The newly designed adverts and marketing materials illustrate what you can expect from the brand, and strategically placed digital activities ensure that the brand's online and offline presence is powerful and consistent throughout the customer journey.

"We first started working with The Creative Alchemist in 2017 to evolve our brand and develop a marketing strategy to achieve business growth. We set out our vision and ambition with them, and they took the time to understand the business, working really hard to create a brand that reflected how we wanted to be positioned in the market.

Committing to change our brand after nearly 40 years was a scary decision for us, but The Creative Alchemist made the process very easy, explaining in detail the direction they were taking us as well as including us in the journey from start to finish.

The new brand and the planning and delivery of the marketing strategy has had a significant impact on our business and escalated our reputation not only in the Tees Valley but in the wider North East and Yorkshire. They also brought clarity to how we communicate our message to homeowners and our commercial customers.

“What makes them stand out is that they genuinely care about the success of our business and have gone to great lengths to achieve our goals. They have provided fantastic service and are a great team of professionals who have become an integral part of our business. This is why two years on, we continue to work with them."

Helen Wood, Director, ERW