Forest products manufacturer, specifically proprietary products for exposed timber frame construction.
Lumber wholesalers and distributors, retail lumberyards, architects and contractors, home owners.
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.
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.
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.
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.
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