• The Forest Grover Lumber rebrand included completely new marketing materials.
  • The Forest Grover Lumber rebrand meant a new logo design.
  • The Forest Grover Lumber rebrand included completely new marketing materials and folios.
  • The Forest Grover Lumber rebrand included completely new marketing materials, including stationary.
  • The Forest Grover Lumber rebrand included completely new sales literature.
  • The Forest Grover Lumber rebrand included completely new marketing materials, including sales material.
  • The Forest Grover Lumber rebrand included new sales materials.
  • The Forest Grover Lumber rebrand included new stationary.
  • The Forest Grover Lumber rebrand included completely new stationary.
  • The Forest Grover Lumber rebrand included completely new sales materials.
  • The Forest Grover Lumber rebrand included completely new sales materials.
  • The Forest Grover Lumber rebrand included completely new sales materials.

CASE STUDY

CLIENTForest Grove Lumber

MARKETSpecialty lumber

PROGRAMBrand restage

Rebrand for wood products company.

Integrated design components establish a strong new brand and reflect the company's market leadership in high-quality building timbers.

Business

Forest products manufacturer, specifically proprietary products for exposed timber frame construction.

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. Rebrand to 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 construction. Ideal for exposed wood-frame construction, their timbers 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. We suggested they target specifiers — architects — to reduce advertising costs and create a more focused marketing strategy. We recommended a rebrand to increase perceptions of quality while showing off the beauty of the wood products.

With a new brand identity, we created a campaign 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 architect's 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
download pdfGET CASE STUDY