Branding, advertising, packaging, web, social media and collateral.
Our client, ChoiceDek, makes composite decking sold through Lowe's home improvement stores. The main competitor, Trex, maintains a huge media budget. Therefore, we have to continually deliver "wow factors" to catch the consumer's attention.
Brandner developed an impactful relaunch of the ChoiceDek brand - one that maintained a strong point of differentiation. We created a look that broke away from the expected with a unique position of affordability, durability, reliability and simplicity. Consequently, we produced a brand identity that conveyed this new dawn. We also had to ensure that the idea of quality and modernity was not lost in the brand message.
Brandner created a series of magazine ads for national publication that touted the inviting end results of building a ChoiceDek deck – more free time to do whatever you enjoy. The product's low maintenance and durability were called out to remind the reader that ChoiceDek can help them enjoy the simple life of carefree outdoor living.
Branding & Logo design
To reintroduce this environmentally friendly composite decking brand to consumers, we developed this logo and "foundations" product line name. The half-circle represents the new dawn for the brand. The foundations name supports the strength and durability of the product while enticing customers to make it the cornerstone of their outdoor living experience.
As part of the rebranding efforts, Brandner built and maintains the ChoiceDek website, which showcases products, design tools, a photo gallery, as well as a link to find nearby Lowe's stores. Brandner also develops social media promotions to build customer engagement and brand recognition.
To better stand out in the crowded decking aisle at Lowe's, ChoiceDek turned to Brandner for new packaging design for their railing products. We developed a simple 4-step process to help the shopper find exactly what they needed to build a railing. Then we created a unique blue box design that is both eye-catching and functional. QR codes on the boxes drove the shopper to more information on the web.
Brandner writes and creates a variety of collateral materials for ChoiceDek, ranging from product brochures to installation manuals. Each complements the overall brand look and feel, while serving it purpose of informing or educating the consumer.