Liquid Creativity

Articles

Realising the benefits of a new brand

Contract Blinds is an Australian manufacturer and wholesaler of custom-made window furnishings. They wanted to expand their customer base from predominantly retailers, to include homeowners, their end consumers. By leveraging their 25 years experience they saw an opportunity to position themselves as a leader in the design and production of blinds. They realised their brand needed to change if they were to communicate effectively to both markets.

The first process in developing a new brand was to update their name. The recommendation to make the change from ‘Contract Blinds’ to ‘Viewscape’ came with a brand strategy, logo, visual identity and website.

 


The brand now refects their personality as a company dedicated to delivering outstanding workmanship, innovative design and finishes. They pride themselves on their commitment to quality.

Blinds are all about light, lifestyle and space. This is reflected in their new brand personality through innovative depictions of their product range using lifestyle images that have a beautiful atmospheric light and an airy, elegant feel. The brand reflects the notion of style and performance with a feminine quality that appeals to their predominately female audience.

On the first day of the brand launch, the Viewscape website attracted four new distributors. The company is now much more aware of how their brand can create an engaging story to excite new and existing customers, help them stand out from competitors, increase sales and command premium prices.

The managing director, Geoff Turner, realises the branding process helped him to “look outside the square and understand the benefits associated with a strong brand image”. He is now looking at new marketing projects to continue the branding theme.

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