Beauty and strength for wood products.

Integrated brand identity and business system components help establish a strong brand and reflect the company's market leadership in high-quality building timbers.

Business

Forest products manufacturer.

Audience

Lumber wholesalers and distributors, retail lumberyards, architects and contractors, home owners.

Challenge

Broaden interest in Forest Grove Lumber products among targeted audiences; strengthen market share within traditional customer base. Elevate perceptions of quality, particularly with architects. Emphasize the beauty of and kiln-dried process for Tru-Dry® timbers and Accuruff® textures to continue sales growth and reach new markets.

Story

Forest Grove Lumber was growing and wanted to promote their unique radio frequency kiln-dried products into high-end homes and commercial establishments. Ideal for exposed wood-frame construction, the timbers they produced could be ordered in different textures, from a rough-sawn finish to hand-hewn. The company knew they wanted to reach homeowners.

They asked for advertising in consumer magazines like Better Homes & Garden. We suggested they target specifiers — architects — to reduce advertising costs and create a more focused campaign. And we recommended an updated logo and identity to increase perceptions of quality while showing off the beauty of the wood products.

With a new brand identity, we created a campaign designed to reach those important specifiers and distinguish FGL from other wood products providers.

A series of trade ads reached wholesalers and showed off the timbers in living spaces
A new portfolio-style sales packet generated response and supported sales calls and trade shows
A set of brochures were designed to work in a binder for architects or in a portfolio rather than a sales folder. Detailed specifications could be added to the binder and each brochure could stand on its own if needed
Pull up banners increased visibility at national and regional shows

Optimized

Establish brand elements around new identity; create an integrated system of advertising, retail and trade displays and sales literature to communicate exceptional quality and personal commitment to service.

Components

Logo and identity system
Stationery package
Trade ads
Sales literature and portfolio
Sales binder for architects
Pull up banners for small shows and conferences
Trade show booth

Results

Increased inquiries for Tru-Dry® and Accuruff® and expanded interest for FGL among industry and trade audiences. Inquiries at an architects trade show doubled after the new branding.

Awards

Suite of New Materials: ReBrand 100 Awards, 2008, Enterprise Rebrand for an Entire Company: Merit
Folder and Four Sales Brochures: International Davey Awards, 2007, Print Collateral — Sales Kit/Folder: Gold

I really appreciate what Creative Company has done for us. With our new identity, booth and sales literature, we doubled the number of inquiries we received at a key industry trade show for architects.