Overview
Client: James Hardie / Beechworth Windows
Delivered: Brand Strategy, Catalog Design, Copywriting, Photo Directing.
Buying windows is overwhelming. Beechworth Windows wanted to make it simpler. In an industry awash with options, Beechworth stood out because it manufactured windows using a superior ingredient, fiberglass. The material itself is at the heart of the company’s strength and uniqueness.
The Beechworth line of premium windows was launched in 2015 by James Hardie Building Products. Seedhouse worked together with the Beechworth team to refine the company’s brand strategy, crafting its story into a framework that could be useful both for internal and external marketing efforts. We also helped to rebuild Beechworth’s value proposition and brand voice, better fleshing out its outward-facing communications strategy. What resulted was a simple, modern, updated presentation of the brand, an attractive, easy-to-navigate, and informative 32-page catalog for contractor partners and prospective customers alike.
Digging in
We start all projects by learning. To help better understand the buying process (and frustrations) we did blind contractor sales calls, immersed ourselves in competitive offerings, toured R&D facilities, attended sales training sessions & demos. This helped better understand the offering, messaging, decision hurdles, and key touch-points to help aid the overall selling effort (for contractors) and buying process (for consumers). A key insight from our immersion: strength in simplicity.
Bringing it to life
Our team simplified and streamlined communications to help guide customers without overeducating them. We focused on the overlooked opportunity Beechworth had to inspire the homeowner, crafting several visions of how their home could look with new windows. All of this was packaged into a gorgeous, informative and portable sales tool for the company’s network of independent contractors.
The details make it
Strict grids and copious white space helped organize information while providing a much-needed visual breath of fresh air to anxious window customers. Seedhouse took an editorial approach, crafting all copy and illustrating new infographics to simplify and convey complex information in a casual, helpful tone.
A new sub brand mark
And to help Beechworth’s contractor-partners, we re-designed the Beechworth Contractor Network logo to better reflect the quality of work that they do in installation.
We curated the best of Beechworth’s existing assets and worked to develop new ones with a dedicated team of artists at PIX-US, who create computer-generated images from scratch. From floor plan, window placement, finishes and furniture, we art directed throughout the process to ensure that our vision of Beechworth was both aspirational and realistic.
—
Mini Case Studies
In this section of our blog, we highlight some of our favorite projects that aren’t currently in our showcase on the site.
—
