CASE STUDY — Embedded Partnership
All Weather Group
A brand strategy becomes a five-year partnership in moving forward.
THE TURNING POINT
A category leader was ready for a new chapter.
They once small family business had become the largest manufacturer of windows, doors and glass in Western Canada. Under new leadership they set out to disrupt the category and modernize the business, stepping into the brand they were always meant to be.
THE STRATEGIC MOVE
Humanize.
Modernize.
Galvanize.
Mode
The strategy had to do more than deliver a new logo. It needed to bring All Weather's humanity to the surface to reimagine how they showed up and give its people something they could own.
MAKING IT REAL
History was the evidence.
A new architecture brought The All Weather Group and its brands together around one belief system inspired by traditions of diversity, community and resilience that defined its nearly fifty year story.
THE SYMBOL
The brand strategy expressed through design in overlapping layers that create an A and a W. In tonal colour, light moves through the shapes as it does through panes of glass. Each segment forms a droplet of water, representing the performance promise that sits at the heart of their story.
THE SYSTEM
THE PURPOSE
Never Stop Building.
An organizing rally cry for the business, connecting what All Weather does to a bigger reminder of the communities it serves and the ambition behind every project.
THE BRIEF
The most human brand in the business.
Across departments and marketing channels, the mission was clear — to be the most human brand in the business. Through workshops, employment brand, customer experience, training and marketing programs, the business quietly began to transform from the inside as it got ready to launch.
- VP of Marketing, THE All Weather Group
2024 — THE LAUNCH
Five years of work, in market.
The new brands went public. The residential business previously known as All Weather Windows became All Weather at Home. A full blown flip of all channels including new websites, delivery fleet, building signage, marketing materials and a launch campaign introduced the new identity to the market.
OUR JOURNEY
MY SERVICES
Brand Strategy · Architecture · Narrative · Identity · Culture Strategy · Employment Brand · Copy Writing · Executive Presentations · Design · Training · Workshops · Marketing Transformation · Sales Tools · Advisory
CREDITS
Design & Identity — Kelly Small
Website Development — Web Wizards