Since 1979, ERW has been carving a reputation for creating beautiful, bespoke timber doors and windows in the North of England. 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. A bank of new product photography was created, along with images from behind the scenes in the workshop. The new brand was rolled out across printed literature, region-wide social media activity as well as a completely new, bespoke website designed in house by The Creative Alchemist.
To launch the new brand to the target audience, a 12 month strategy was developed for the brand incorporating a range of effective marketing, PR and digital solutions. ERW’s new brand is cohesive throughout its marketing efforts, and fits with the key values of the company. Effectively 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.