Sany Depot

A RADICAL NEW WAY TO BUY AN EXCAVATOR AND A FULL-SERVICE APPROACH TO BRING IT TO LIFE


A RADICAL NEW WAY TO BUY AN EXCAVATOR AND A FULL-SERVICE APPROACH TO BRING IT TO LIFE

It’s not every day that we get to visit a place like the SANY headquarters. Avengers fans will recognize this $60 million facility in Peachtree City, GA, as the Avengers headquarters. Most days, however, this greater 272-acre facility is home to SANY America and its line of heavy equipment made exclusively for the U.S. market. Most notable among this equipment is a line of excavators, built here in Peachtree City, GA, and available to order online via SANY Depot.

SANY Depot is a radical new way to buy an excavator. SANY Depot allows users to purchase an excavator with the click of a button and schedule its delivery or pickup. Users can also schedule demos at the dig site which is located on-site at SANY’s headquarters. Needless to say, such a novel experience required an equally novel online platform, delivery experience and advertising campaign. To help design, build and develop this integrated launch, SANY turned to Porchlight.

Porchlight began with the brand itself, designing a logo for SANY Depot that could live within the global branding. We then began the design and development of the SANY Depot online experience. This included building out the user journey, site map, online creative and an after-hours photoshoot to capture 360° photography of the equipment itself.

Simultaneous to the development of the online buying experience, we were also designing the physical experience, envisioning what the delivery trucks and uniforms would look like for SANY Depot. While our developers were testing and wrapping up the online experience, our design and copywriting teams were crafting a campaign to get the word out about SANY Depot. This effort included securing strategic billboard space, creating the content to go on these billboards and rolling out a digital advertising campaign.

This project was so much fun for the team, but it’s also a great example of what Porchlight can do. From copywriting, web design and experience design, to photography and advertising, this project had it all.

OUR WORK

Capital Investment Advisors

A BRANDING EXERCISE
THAT WAS RIGHT
ON THE MONEY


BRAND IDENTITY REFRESH FOR CAPITAL INVESTMENT ADVISORS (CIA)

Longstanding Porchlight client CIA challenged our team to give their brand a refresh, a scope of work that included both print and digital deliverables. Having worked with the CIA brand for some time, Porchlight was familiar with the company identity, differentiation and culture. In other words, we understood what it meant to change it.   

We quickly determined that we didn’t want to lose too much of CIA’s established brand equity, but we did want to modernize it. We did this by reducing strokes and fills, updating the color palette and tightening up the name orientation. Then, we established a set of secondary, complementary colors. We applied this color story to their new style of clean, crisp, and modern black and white photography, and we also updated their font families and messaging tone of voice.

Our biggest challenge was finding the right color palette to work well with their remaining primary color (one of the strongest assets of the brand). After exploring multiple palette variations, however, we were able to settle on the correct mix. Our final design elements included this palette, vivid black and white photography, impactful color photography overlays and simplified typefaces.

Today, the new logo and identity is represented in CIA’s new business collateral, including new business cards, sell sheets and folders. Their new and improved digital identity includes a new website and newsletter.

CIA Logo Before and After
CIA_Folder
CIA Folder
CIA Sellsheets Before and After
CIA_Sellsheet
CIA Brand Elements

OUR WORK

Knotwood

KNOTWOOD


FULL-SERVICE CREATIVE SOLUTIONS FOR A MARKET-LEADING BUILDING MATERIALS MANUFACTURER

When we talk about working with a wide range of clients, Knotwood provides a great opportunity to go deeper into what we mean by that. As a market leader of wood-alternative building materials, Knotwood has an established brand and a creative team to support it. It’s these otherwise self-sufficient clients that account for some of our largest volumes of work. Often, Porchlight provides a fresh creative approach or a particular service that internal teams need. Other times, we are brought on to take a project, one that an internal team has started, and we run with it. Such was the case with Knotwood.

In 2018, Knotwood joined Omnimax International, a global manufacturer of building products and an existing client of Porchlight. With the transition, the Knotwood identity and nomenclature came into question. Porchlight was brought on to run with and alongside what their own efforts had produced. In the end, the best decision was to keep their existing brand intact. This was a decision we recommended and supported wholeheartedly. After all, good decisions – creative and business decisions alike – are rooted in strategy, and strategy is our inspiration.

Following this identity consultation and exploration, Porchlight became a trusted resource for Knotwood. Porchlight was engaged to provide strategy and artwork for a wide range of projects, from social media and advertising to 3D renderings to support of retail line reviews.

OUR WORK

STOK Grills

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GETTING FIRED UP ABOUT SOCIAL MEDIA


CAMPAIGN STRATEGY AND EXECUTION FOR STŌK GRILLS

One of the feathers in Porchlight’s social media cap, STŌK campaigns encompass all facets of digital marketing. Through a close partnership with the client, we create campaigns focused on driving product sales and increasing website traffic and engagements.

Successful execution requires monitoring and responding on all social channels and scheduling posts for optimal days and times on each channel, as well as seeking brand mentions via hashtag searches and other social listening. Everything from budgeting to scheduling to monthly reporting is analyzed to ensure that the campaign flows as smoothly as possible.

In addition to the everyday duties, we’ve also invested into ad buying and boosting, and developing an annual content calendar with original copy and images. We even partnered with Kingsford charcoal for one of their contests!

Marketing Calendar
Google Adwords
Social Media Monitoring
Social Media Advertising

THE RESULT


We successfully launched multiple STŌK social media campaigns with continued optimization efforts for increased customer engagement and growth.

OUR WORK

My Mold Detective

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A DIY KIT WITH PROFESSIONAL RESULTS


PACKAGING DESIGN FOR MY MOLD DETECTIVE™ TEST KIT

My Mold Detective challenged us with designing the retail packaging for their new product that would be sold at The Home Depot®. The design would also be used in a point-of-purchase instruction sheet, a website, a brochure and trade show graphics for the original product launch.

The packaging was designed in two parts. First, we had to create a structure that would protect the product during shipment from China. In addition, the structure needed to be opened once it arrived in the U.S. so more items could be added, then repacked and sent to retailers. This required the material to be strong enough for multiple people to open, close and repack without damage.

Second, we had to execute a design that showed/explained the product’s features while educating the consumer on the differences from other mold detection kits that were already available and less expensive. The design needed to highlight its professional-grade pump, reusability and simple mail-in tests that would give results through email. While it was a DIY product, it still needed to relay security, reliability and professional results.

Lastly, we promoted the test kit through digital advertising and created transactional emails to deliver a consistent experience across each communication with system-triggered emails.

My Mold Detective
MMD-Digital-Ad

BEHIND THE SCENES/

CREATIVE CONCEPTS

THE RESULT


Porchlight helped bring this product to life and expand its retail presence from a single outlet to several major stores across the country and online.

OUR WORK

Wela

CREATING A CONNECTION FROM THE GROUND UP


BRAND CREATION AND MARKETING STRATEGY DEVELOPMENT FOR WELA

Capital Investment Advisors (CIA) is a fee-only financial advisory and portfolio management firm based in Atlanta, GA. CIA created a new company for investors who seek top-level investment guidance but don’t meet the high minimum investment required by many firms. As a long-standing partner of CIA, we were thrilled when the firm asked us to brand their new company – and later, develop their marketing strategy.

To kick off the branding process, we began brainstorming several company names, which included a high-level trademark search. After presenting our recommended names, CIA decided on “Wela,” Old English for “wealth.” Once they had a solid name, Wela needed a logo to match. Our team came up with five black-and-white logo concepts – but one stood out among the rest. The chosen design exhibited just the right level of sophistication. We also developed a stationary package in blue, gray and white for the logo and company.

When Wela expanded their services to include a digital advisor, they approached us yet again. We were challenged to create a website for their free tool, which lets people access their current portfolio, develop an investment strategy, and connect with an advisor. With its friendly, responsive design – Wela’s site spoke to young investors looking to start their financial journey.

To draw traffic to their new site, we developed a digital advertising campaign, leveraging social media, re-targeting and search engine marketing. The campaign featured startling facts that pulled the user in; once they reached the landing page, they were presented with ways in which Wela could help them avoid becoming a statistic of their own. A subtle pairing of popular luxury items with Wela’s own color palette added to the allure.

Our strategy needed to further entice site visitors to sign up for a free Wela account, so we set up a drip campaign through Infusionsoft – a small business CRM. We created and sent e-mails to all users who requested more info on Wela’s financial tools. We then pulled weekly reports to compare acquisition rates from e-mail to e-mail.

Porchlight-Wela-Logo

BEHIND THE SCENES/

CREATIVE CONCEPTS

THE RESULT


From brand inception to marketing execution, our work helped Wela make a mark in the financial services industry. Wela continues to thrive as a highly memorable, approachable brand – one that financial clients can easily connect with.

OUR WORK