Home and Wood is a home improvement store and timber provider in Cyprus, established over 50 years ago. The need for an online presence sparked the store’s brand identity redesign which was executed by Reef+Co. The new website and social media presence was created by Webarts agency. Home & Wood’s objective in this project was the development of a concise marketing strategy for the company, the positioning of the brand, the creation of an appropriate communication strategy, a new brand identity and guidelines and their application across the board – including the company’s new generation website, e-shop, social media and digital marketing activation, which empowered the company’s growth going forward.
The first phase of this project included a series of in-depth interviews amongst Home & Wood’s management team, personnel and key clients, an analysis of data and research submitted by the client, as well as further analysis of the client’s current situation and positioning / differentiation, market environment and dynamics, target group characteristics, needs and purchase cycle, as well as competition’s positioning, activities and communication. In the second phase of the project, the findings of this analysis formed the basis on which going-forward strategy was unfolded, leading to a concrete marketing and communication pillar, including a clear positioning of the brand based on identified USPs that empowered the transition of H&W, venturing into its new branding. A new logo, inspired by the words ‘home’ and ‘wood’ uses a fresh and impactful colour palette that brings the brand closer to a younger audience. The new logo was based on the brand’s core values and equity as well as a new slogan, with detailed visual templates and brand guidelines for offline and online applications. The new identity of the brand was applied across all communication including the company’s new website, e-commerce, social media and digital marketing activation.