Rebranding Innovate
Innovate Building Solutions
This work was directly for the owner of multiple regional businesses across the Midwest related to the construction products and remodeling industry. Recent interest from customers outside of his stronghold on the markets of Cleveland, Columbus, and Cincinnati deemed the company pattern of market-centric naming for each new region of growth, which necessitated a new website and brand at every turn, untenable. He came to us wanting to refresh 18 different websites like ColumbusGlassBlock.com, ClevelandGlassBlock.com, and so on. I created for him a branded house model to replace his house of dozens of brands.
Creative Brief
A new, parent brand was the correct solution to simply, unify, and strengthen the business offerings while introducing both national growth potential and previously untapped cross-selling opportunities. Innovate Building Solutions’ brand captures the company values, products, and services that the empire has been built on, while being positioned to grow to a nationwide corporation.
The client had concerns over alienating previous customers with confusion or worry that their trusted remodeler and product supplier had been bought out by a corporation. A welcome video on the new site to explain the new identity had to carry out a number of business objectives, including having the owner be the continued face of the company.
Ensuring executive continuity, and citing expanded customer opportunity as a positive rationale for the brand launch, the piece also helps cross-sell products and services – an area that was also not being fully capitalized upon with the old myriad-of-isolated-businesses paradigm.
After I pitched the script, with rationale for just about every sentence of the speech, the client approved it with no changes.