It's Our Kitchen Too
Differentiating product lines and uniting brand values
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 BRAND
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.
MISSION
Westwood is trusted to deliver inspired designs and innovative solutions.
VISION
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.
THE WEBSITE
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 The outdated website was revamped to showcase the brand’s professionalism and, of course, their beautiful kitchens.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.
BRAND ASSETS
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.
DIGITAL MARKETING
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.
The RESULTS
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.