Moulding & Millwork
SPERO™ eco-wise MDF building products.
Sub-Brand Creation and Creative Strategy
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THE PROJECT: To create a distinctive brand identity for Moulding & Millwork’s first line of sustainable Green Building-compliant MDF products and define a creative strategy for its implementation throughout countless brand building objectives.
ANDY’S ROLE: Working closely with Moulding & Millwork’s Marketing Manager to develop an identity that would resonate not only with the tougher side of the building and construction industry, but also the softer side of retail and the green building products world.
SPERO is Italian for ‘I hope’ and part of the Latin proveb: Dum spiro spero ( While I Breathe, I Hope). Using this as the name for a line of products that meets and exceeds the most stringent environmental emissions in the world gave us a fitting brand identifier. The fact that phonetically it played off the graceful sparrow made for a great eco-friendly visual.
Once the name and graphic identity were established a creative strategy was articulated which included graphic treatments, font usage and colour schemes. The creative strategy is currently being applied to countless promotional and marketing materials throughout North America.
The SPERO™ brand sold over a half million dollars in product in its’ first five months. Due to its’ retail brand appeal it is now available at Home Depot and RONA stores across Canada and the US.
KEY DELIVERABLES:
> Brand Definition and Naming.
> Graphic Brand Identity and Creative Strategy.
> Advertising, Marketing and Point of Purchase materials.
THEIR ENDORSEMENT:
“Andy’s creativity and collaborative nature has allowed us to create a distinctive brand for our first venture into Green Building-compliant products. By helping us to differentiate our brand it has allowed us to stay in front of the competition, especially in the slower US markets, and garner press and media coverage that is invaluable in quickly gaining brand awareness”
— John Thomas, Marketing Manager, MOULDING & MILLWORK