Dotorg – Frontside

“After 16 years of work in the market of facade solutions, the management of the Trimo company made a strategic decision on rebranding and renaming. The reason was the company’s separation from the foreign Trimo division, and the desire to create its own progressive products for the Russian market.The project lasted six months during which we carried out the full range of works on the design of the brand: auditing, researching, strategizing, naming, the brand identity and implementation.The company produces sandwich panels that not only meet all the technical requirements and standards, but also designs the unique constructions that can resist the harshest and most unusual operating conditions. For example, the company produces the sandwich panels for an oil storage in Yamal where a standard screw breaks down without a trace during a month. There are a unique laboratory and specialists in the asset, where even the competitors have recourse to an objective examination. There is no point in the price competition for such a company, so the strategy of differentiation and attention to the product was chosen.We reduced the positioning and essence of the value proposition to the metaphor, for the participants of the process (owners, strategists, designers) to understand the principles of the entire communication system. The main role of the brand for the target audience is the instrument of achieving the goals. Therefore, we proposed a “climbing gear” metaphor for the brand.After the strategic platform was developed, we have created the new brand names for the company and its assortment portfolio. The new names were chosen at the presentation: “Frontside” is for the head brand, “Fronttop” is for the new unique product and “Frontbase” – for the sandwich panels familiar to the market.In order to implement a new coordinate system in a harmonious way, we’ve provided the entire management team of the company with a presentation of our work on the strategy and 3 variants of the corporate style concepts. We gathered the entire management team in the presentation hall and explained what, how and why we do.The brand’s new name and communications have received an excellent evaluation in the market: both from customers and industry colleagues. Now our work on a full-fledged corporate website and product catalogs is finishing. After the termination of this stage our agency will be engaged in the constant marketing support and implementation of the new strategy in the market. And one of the primary stages will be training the sales department and realization of the customer focus strategy.”