BRAND STRATEGY + POSITIONING | KEY MESSAGING | NAMING | IDENTITY | WEBSITE
CLIENT PROFILE
Adentra is a TSX-listed, well-established distributor of premium architectural products in North America. With several customer-facing brands, a global imports division and a design firm all under its umbrella, this company had created a large and impressive footprint. Their previous name, HDI which was an initialism of Hardwoods Distribution and Imports, created the impression to industry analysts that they are a lumber distributor, and consequently, analysts and investors grouped the firm amongst an incorrect cohort of companies.
THE CHALLENGE
How do we create an identity that correctly positions the client as a premium brand alongside the correct cohort of industry peers, yet differentiating them enough to communicate its distinct value?
THE OUTCOMES
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New company name
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Updated voice and key messaging
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New logo and visual identity system
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Brand guidelines
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Creative direction for content, imagery and style
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Updated market positioning
APPROACH
As a starting point, we dove deep into the client’s industry peers and competitors and organized them into two groups, one with positive associations and the other with detractor qualities.
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We then implemented our brand intelligence solutions to deconstruct the communication used by these groups and discovered opportunities for our client to utilize key terms and language statements that did both: differentiate them, and better aligned them to their desired positioning.
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Continuing on with this process we disassembled the industry groups’ visual identities and content and mapped out a macro brand study which highlighted cliches in terms of colour, imagery and logos.
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As the final step of the intelligence process, we workshopped input from the executive team collecting their insights and perceptions on their company’s brand in terms of legacy, value and aspirations.
The findings from this exercise provided the bedrock required to develop the rest of the branding elements on.
NAMING PROCESS
Taking insights from the intelligence phase, we embarked on the naming process exploring several directions while considering contextual guardrails such as the company’s brand architecture, communication channels and their investor audience. We developed a manifesto to capture the voice, language and tonality of the brand we wanted to create.
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Upon several rounds of feedback, we landed on Adentra, a take on the Spanish word ‘adentro’ meaning ‘inside’. The rationale represents the client’s end result of a premium space’s interior envelope for which they enable and distribute architectural products for. The sound and feel of the name easily differentiates the client from the industry while communicating a design-forward premium brand.
LOGO AND IDENTITY
THE LASTING CHANGE
The executive team at Adentra has indicated positive feedback on how the new identity has been received by their employees, partners and the market. The rebranding has allowed them to communicate their premium value to investors, and the identity is set up to drive campaigns and communication for their marketing and business development practices.
HOW TROPOLY CAN HELP
Tropoly helps public companies move beyond outdated perceptions by strategically repositioning their brand to reflect their true market leadership. From investor positioning tomarket alignment to internal adoption, we develop the research-driven branding strategies and creative executions you need to shift perceptions and establish market leadership.
Get in touch to align your perception to the market.