Differentiating product lines and uniting brand values
Westwood Fine Cabinetry has been proudly serving customers since 1972 with quality cabinetry and friendly service. Westwood was due for a rebrand not only to modernize their look, website and marketing materials, but to reintroduce the new Westwood into the marketplace and define their three distinct product offerings.
Csek Creative worked with key stakeholders to explore the market landscape and define target market and consumer demographics. We identified a new brand identity and then created several assets to properly represent the reputable brand and introduce it to the world.
The Westwood team believes that the kitchen is the heart of the home. Yes, it’s a place to prepare and share meals, but even more importantly it’s a place to gather with family and friends — a place where memories are made.
It was important that the Westwood brand represent the meticulous level of attention and care put into each project, as well as their commitment to quality and innovation and customer-oriented approach.
Westwood is trusted to deliver inspired designs and innovative solutions.
Westwood is the preferred vendor for high quality cabinetry in all our markets. We value lasting relationships and keeping our commitments with our staff, manufacturing partners, dealers, customers, and consider everyone as part of the Westwood family.
The positioning statement ‘It’s our kitchen too’ was chosen as it resonates with the company’s strong feelings about each project and client that crosses their path.
DIFFERENTIATING THE PRODUCT LINES
The Westwood Designer Series offers mid-high end cabinets and design services available in the four Westwood showrooms.
The Westwood Exclusive Series offers mid-high end cabinets available through Westwood’s dealer network.
The Westwood Elements Series offers ready-made cabinets available for pickup from the Kelowna warehouse.
Each line now has a unique logo, name, and colour scheme — while remaining tied into the Westwood Fine Cabinetry master brand and positioning statement. Differentiating the product lines made it easier for consumers to make important buyer decisions and, ultimately, make a purchase.
A media strategy guide was created to assist with brand and logo consistency.
One of the first priorities was to give the Westwood website a serious renovation. The outdated website was revamped to showcase the brand’s professionalism and, of course, their beautiful kitchens.
The new website layout is much more attractive and easy to navigate with clearly defined sections for each product line, offering an enjoyable and intuitive buyer’s journey from start to finish.
With the brand defined and website underway, the next step was to promote Westwood’s new branding and messaging through several mediums — including print.
A new vehicle wrap was designed, printed and installed to help get the word out about the new Westwood wherever they go. These wraps are a great way to make vehicles work double time, acting as not only transportation but as smart marketing while they’re at it.
Stand-up banners were designed and printed to give Westwood a leg up at trade shows and events. They’re super easy to transport, and are the perfect way to stand out in a crowd.
You’ve got mail! Direct mailers are a great example of why print isn’t dead. Toss in a promo code and some product details, and you’ve got yourself a fantastic lead generator. We also created door hangers targeted to former customers who may be due for a renovation.
Other print creatives included magazine ads, a six panel brochure, new flat sheets, and more. These assets were created to garner brand awareness, as well as to educate potential customers about the new changes in leadership, processes, and product offerings.
Digital mediums were also used to introduce the new brand to the marketplace. PPC advertising campaigns, eNewsletters, and targeted geofencing campaigns were used for brand awareness and to drive traffic to the website. We also created a social media style guide, helping the Westwood team to stay true to one brand voice and tone no matter who is posting.
Westwood now has a cohesive brand image across several platforms and mediums, and can promote their product lines with confidence.
Since launching the new brand, website, and various marketing initiatives, website sessions are up 93%, with page views up 502%. And along the way, they picked up a Silver 2019 Tommie for excellence in marketing.
We were so excited to have this opportunity to work with Westwood. Rebranding is no easy feat. It takes a lot of self-awareness to realize when it's time to make a significant change, and confidence to trust someone else to help with the transformation.
If you feel that your brand may be due for a refresh, or you are starting a new business from scratch and want to make sure you get it right, we would be happy to help. Contact us for more information.