Opportunity: Northern Hardwoods, a Longyear Company, produces some of the world’s whitest maple, mostly for the cabinetry industry. However, the company saw an opportunity to increase margins and volumes in the green building market. Our job was to rebrand and reposition the company for this market.
Our goal was to create messaging that would drive the new image and position Northern Hardwoods to expand sales in the green building market while maintaining their strong reputation in the cabinetry industry.
As usual, we started with research. Our team dug deep into learning about extraction and milling processes. (cabinets) We knew we needed to understand more about their product quality, competitive advantages, and wood features. So we took part in several tours, conducted a competitive analysis, and — during a video shoot —interviewed their managers about the selection, harvesting, and milling processes.
We created a beautiful new website that balances information about the exceptional quality of Northern Hardwoods’ products and their green practices. Today we are working with them to develop sales tools as they enter this new market.
Very quickly, Northern Hardwoods began attracting attention and gaining traction in this new market. They started fulfilling orders for building projects just a few months after they launched the new brand.