Branding, Comms, Creative, Strategy
A polished identity for a premium product.
We were tasked by leading door supplier XL Joinery with a top to bottom overhaul of their brand, in line with newly focussed marketing objectives, and in the face of serious competition in a dynamic marketplace. XL Joinery enjoy an enviable reputation for quality and service, but cut price competitors and online discounters pose an increasing risk to their position as a market leader.
As a brand with two decades heritage, XL Joinery have a lot to be proud of. Their existing brand had served them well, but needed a refresh in line with an updated strategy. Focussing on quality and personality was key, with a need to uplift the brand, and promote the premium nature of the doors, and the craftsmanship of the team that handle them.
We refined the colour palette, introducing a monochrome logo with a gold version to act as a mark of quality, and provided brand guidelines that gave the identity space to breathe. New tone of voice and photography guidelines focussed on the people behind the product, and clean, fresh fonts and page layouts helped craft new sales material fit for the next stage in XL Joinery’s journey.
Since the new identity was introduced, we’ve received enthusiastic buy-in within the business, and it has been rolled out across a multitude of seasonal campaigns, POS and social media executions. All aimed at setting the brand apart from the competition.