A nationally-respected producer of wood products. Privately held. A passion for innovation. Not a bad place to begin.
But this American-made
brand was ready for a change.
When evolving a venerable brand, it’s best to proceed with care.
As a leading manufacturer of high-quality wood products, RoyOMartin is known for high standards, rock-solid ethics, and sound management. In other words, there’s quite a story to tell.
First, we had to articulate what sets RoyOMartin apart.
After a rigorous phase of internal and external research to inform concept development, we arrived at a positioning that embodied the very essence of the brand: INDEPENDENT. FAMILY OWNED. AMERICAN MADE.
To help tell the story, we created a new photo library.
The RoyOMartin story is uniquely American, adding new chapters with each generation. We needed to capture that spirit with imagery that could be used across all media platforms, and in all facets of company communications.
A full family of products should look like a family.
RoyOMartin has quite a range of offerings under its name, but each sub-brand was created without the advantage of a cohesive parent brand. Once we’d nailed down a solid core positioning, we standardized their products within a simple, clean structure that’s clearly linked to the RoyOMartin family.
A robust brand requires a robust website.
A platform was needed that gave visitors easy access to RoyOMartin’s products, culture and legacy. We designed a streamlined, modernized website flexible enough to accommodate new products, land leasing, and even hunting licenses for their significant land holdings.
You don’t need to be everywhere. Only where it matters.
We developed a comprehensive, strategic ad rollout for RoyOMartin that placed them right where they needed to be, with products, recruitment and PR. It all continues to generate unparalleled activity and has dramatically distinguished the company from their competitors.
Product guides. Tech manuals. All the things.
Naturally, a comprehensive brand update encompasses more than advertising and websites. It’s an opportunity to refresh everything, from brand standard manuals to collateral and promotions.
RoyOMartin not only has an upgraded, unified brand, they have a solid platform for growth.