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Creative
Development / Naming / Logo Development
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Vallaris
A new company manufactures fencing for estate owners and
those with horse farms. The new fence is made from recycled
tires mixed with polymer. The result is a fence that looks
like weathered wood, yet requires no maintenance.
We
gave the new product a name, Vallaris. The name is a Latin
word that means "bulwark, or rampart," appropriately
enough. The Latin nature of the name gives the product
an upscale flavor, appealing to estate owners. Though
hobbled by technical issues, the preliminary introduction
of the new brand was overwhelmingly successful, and received
a high degree of consumer attention and press coverage.
The simple "identifier" line addressed the target
market's first concern: Equine Protection System. |
Creative
Development / Logo Development
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TimberClad
A fencing company languished for years, though the product
concept was very strong: wood with sprayed-on polymer
for a 1/8 inch thick, maintenance free coating. When new
owners acquired the company, they needed to upgrade the
old faded image without changing the name, which
still had some brand equity helpful
for building distribution. We created a new logo for TimberClad,
and established a new positioning line for use in the
fencing market: "Wood fencing without the work."
and, when used in non-fence markets, simply "Wood
without the work." |
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