Challenge
Pure Wood Studio is a new division of Peter Ross
and Associates, a third-generation supplier of building products. The company
markets unique eco-friendly bamboo and hardwood flooring products directly to
designers, architects and builders. As a new company, Pure Wood Studio needed
to create a brand that reflected the exclusive, high-end nature of its
products. At the same time, it needed to build awareness for a company that is
unknown in the area of high-end flooring.
Action
Pure Wood Studio wanted to communicate four key
brand attributes to its target audience: rare, sustainable, durable and
beautiful. To fulfill this objective, we created a corporate identity and
communications materials that were clean, easy-to-read and exhibited good
design – qualities reflective of publications such as Architectural Digest and
Interior Design. The main marketing focus was the website, which featured
beautiful interior images combined with small blocks of text for a clean
designer look. Supporting materials included a unique six-page brochure,
product sample book and trade show display.
Results
The new look and feel met the objectives of clean and green
with considerable design appeal. After the corporate launch, awareness for Pure
Wood Studio took a giant leap forward, resulting in an expansion of its product
offering to include teak and reclaimed wood. The company is continuing to use
the website as its main promotional vehicle, avoiding the cost of operating a
showroom.
