Knotwood

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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

Eco Options Logo and Website

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A LOGO AND WEBSITE WITH AN ENVIRONMENTALLY FRIENDLY NEW LOOK


LOGO AND WEBSITE DESIGNS FOR THE HOME DEPOT ECO OPTIONS PROGRAM

The Home Depot wanted to update their existing logo for Eco Options, a classification system that identifies products to help customers save energy and water, maintain healthier homes and conserve natural resources. We would also update the Eco Options website with the new logo and refresh the overall design, content and navigation to convey their “A Better World through Better Products” message while also keeping it easy for the internal Home Depot team to continually update (WordPress).

Home Depot wanted us to replace the current logo’s house and tree and match the typefaces to their ongoing corporate identity. We explored ideas that had a softer feel to them, incorporating more obvious “green” imagery and colors, and looked at some new illustrations that would be unique to just Home Depot. The website needed to showcase the company’s overall goals and achievements for sustainability but not any SKU-specific information (i.e. more evergreen information/knowledge vs. product information). It needed to look like THD.com and include large, inspiring images that conveyed nature and environmental responsibility.

The final logo utilized light gray and green colors to complement the standard Home Depot orange. We paired both the leaf and ECO text in green to anchor the logo and tout exactly what the program is all about. The new website was launched on February 12, 2019.

The Home Depot Eco Options
The Home Depot Eco Options
The Home Depot Eco Options

BEHIND THE SCENES/

CREATIVE CONCEPTS

The Home Depot Eco Options
The Home Depot Eco Options

THE RESULT


Porchlight refreshed Home Depot’s Eco Options logo and re-designed its website into new versions that exhibited more sustainable and environmentally friendly characteristics.

OUR WORK

Capital Investment Advisors

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A BRANDING EXERCISE
THAT WAS RIGHT
ON THE MONEY


BRAND IDENTITY REFRESH FOR CAPITAL INVESTMENT ADVISORS (CIA)

Longstanding Porchlight client CIA challenged us to give their main brand a slight update. We were to examine how their logo, business cards, sell sheets, and folders and pens would include this new look, one that relayed reliability and trustworthiness among other things.

We first looked at their current logo, and decided we didn’t want to lose too much of CIA’s established brand equity. We cleaned it up by reducing strokes and fills, we updated the color palette and we tightened 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.

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

THE RESULT


We elevated CIA’s brand from being a bit dated and unrefined to having a fresh, more modern and crisp look that should suit them for years to come.

OUR WORK

Arterra

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PAVING THE WAY
FOR A NEW
HARDSCAPES BRAND


LOGO DESIGN FOR ARTERRA PORCELAIN PAVERS

After Porchlight did months of research on the overall hardscapes category within the retail landscape, M S International then wanted us to take it a step further and create the logo for their yet-to-be-launched porcelain pavers brand Arterra.

Our first round of three concepts played off the paver’s square shape, an “A” in a square tile and an “A” in a tile pathway/walkway format. M S International really liked both the “A” in a square tile as well as the pathway/walkway idea. But they wanted to see the latter idea with the original rigid, square-edged “A” compared to a softer, round-edged “A”.

In the end, M S International went with the softer, round-edged “A” version. Both designs had their merits, but there’s no doubt the chosen version plays a bit more to the decorative and high-end side of hardscapes instead of the everyday, commodity-type pavers.

Arterra Logo - MSI Stone
Arterra Logo Brochure
Arterra Logo Social Media
Arterra Logo Website

BEHIND THE SCENES/

CREATIVE CONCEPTS

THE RESULT


M S International, Inc. decided on a logo that could stand on its own in the ultra-competitive hardscapes arena, or be integrated with the M S International logo in a combined lockup for an even stronger brand presence.

OUR WORK

Wela

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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

Wes Moss

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PROMOTING A KEY RADIO PERSONALITY AND THEIR FINANCIAL KNOW-HOW


WEBSITE RE-DESIGN AND VARIOUS MARKETING FOR WES MOSS

A client since 2012, Wes Moss is a financial personality and host of the radio show Money Matters on AM 750 and 95.5 FM News/Talk WSB Radio. He is also the Executive Vice President/Chief Investment Strategist for Capital Investment Advisors (CIA), as well as Principal/Partner for Wela Strategies. He came to us to help add even more credibility to the Wes Moss name and provide better resources for his listeners to go to for more financial information.

Wes wanted his website to be one of the first things to change. Porchlight needed to design a more organized and eye-appealing site that easily navigated through his articles, strategies, tips and tools, etc. We built the site in WordPress to allow for easy blog, calendar and pressroom updates, and we added links to everything from the Capital Investment Advisors website to his social media channels to personal testimonials. Our goal was to show the full gamut of Wes’ offerings and extensive network within the financial world.

Over the years, Porchlight has taken on many projects to help solidify his image as one of the top personal finance advisors around today. Some highlights include digital ads, podcast cover art, photoshoots, Money Matters radio intros, conference handouts, etc.

Wes Moss Website
Wes Moss Website

BEHIND THE SCENES/

CREATIVE CONCEPTS

THE RESULT


Porchlight promoted Wes Moss as an advocate for smart investing and helped make it easy for his listeners to understand not only the basics of investing, but also more complex investment-related concepts and strategies.

OUR WORK

The SAE School

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REFRESHING THE LOGO
FOR AN INNOVATIVE
EDUCATIONAL INSTITUTION


LOGO DESIGNS FOR THE SCIENCE, ARTS AND ENTREPRENEURSHIP (SAE) SCHOOL

SAE is a private preschool through 12th grade year-round school located in Mableton, Georgia. Their vision is to discover, protect and nurture each child’s journey, and use creativity to be exceptionally safe, innovative and rigorous. We were tasked with re-designing their current logo.

We immediately decided to also create a less formal athletic logo that would be used on jerseys, stickers, etc. SAE originally just asked for the more formal academic one for all elements. But once we did the research, it was evident that the majority of schools have logos for the school and their individual programs.

All new logos had to keep the original logo’s blue primary color. We did multiple variations, including taking the original logo’s three circles and creating three spikes to represent Science, Arts and Entrepreneurship. We also did one that incorporated a new dragon illustration. Taking on this education-focused project was one of the more fun logo assignments we’ve had as we were able to step out of our comfort zone and play with some very conceptual and unique ideas.

SAE Stationery
SAE School Wall Sign
SAE School Jersey
SAE School Shirt

BEHIND THE SCENES/

CREATIVE CONCEPTS

THE RESULT


Porchlight re-designed the provided SAE logo into various versions that reinforced their motto of “Education and Fun can be mixed into one.”

OUR WORK

Marco Services

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EMPOWERING CUSTOMERS TO ACHIEVE THEIR HOME DÉCOR VISION


BUILDING BRAND AWARENESS FOR PUSH PRODUCTS

Marco Services approached Porchlight to help promote Push Products as a trusted seller of fashionable home décor products and quality tools/hardware at affordable prices. They wanted to target consumers inspired by design and with an active lifestyle who appreciated stunning home décor and followed trends in order to piece together their own style. Their #1 goal was to develop a strong level of trust with their customers.

For the main part of the project, Porchlight needed to design the Push Products logo. This would be the umbrella logo over several brand names for their private label products. It needed to be modern and approachable with some elements of motion/movement. Some other creative design guidelines from the client included color choices and even a few font recommendations. Right from the beginning, Marco was fully involved and kept us focused on what they wanted to make sure we didn’t go down a different creative path.

Designing their Shopify website and implementing a couple of social media campaigns rounded out the whole project and helped launch Push Products into the ever-growing Home Goods and Tools/Hardware retail categories.

BEHIND THE SCENES/

CREATIVE CONCEPTS

THE RESULT


Porchlight was instrumental in launching Push Products and building awareness of their brand to help them stand out in the retail landscape.

OUR WORK

Amerimax

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CREATING A WEBSITE THAT OFFERS ANSWERS


WEBSITE REDESIGN FOR AMERIMAX HOME PRODUCTS 

Amerimax came to us seeking assistance in generating traffic to their website. How often do you think about your home’s gutter system? It’s not typically the first thing you think of, but your gutter is usually the reason for many of the common problems that homeowners face.

In working with Amerimax, we determined a plan of action that consisted of giving consumers a place to educate themselves on their gutter needs. We decided our primary focus would be redesigning their website to easily convey this information. In the first phase of this project, we dove into extensive research on what buyers look for when purchasing gutters or gutter accessories. Through this process, we found that consumers were actually shopping for solutions and not for a new gutter system.

We determined that it would be beneficial to consumers if the Amerimax website were laid out in a problem/solution format. From there, we simplified the shopping experience by providing a step-by-step breakdown of what products could fix or prevent specific issues.

Before-and-after_white_2
Porchlight-Amerimax-Responsive-Website

PHOTO-REALISTIC ILLUSTRATIONS/

SEASONAL HOME PAGE IMAGES

PHOTO-REALISTIC ILLUSTRATIONS/

SEASONAL PROBLEM AREAS

Porchlight-Amerimax-Problem-Area-Illustrations

BEHIND THE SCENES/

CREATIVE CONCEPTS

THE RESULT


By researching the behavior of consumers, we were able to design an easy-to-follow problem/solution layout. The website has helped consumers solve current issues and prevent future water damage.

OUR WORK

Ironforce

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BUILDING A BRAND WITH BINDING FORCE


BRAND AND PACKAGING REDESIGN FOR IRONFORCE 

Berry Plastics, a big player in the tape and adhesive industry, challenged our team to brand their new heavy-duty, all-purpose duct tape and adhesive spray. Our brand and identity work would need to showcase the products’ durability and help them stand out on the overly saturated shelves.

After exploring hundreds of brand names, we opted for IRONFORCE — a name that shouts strength and stability, while conveying tradition and legacy. Next, we went to work on an equally powerful logo. Visual concepts like tools, skulls and crossbones, mac trucks and men flipping tires all led up to the industrial-inspired logo that screams “built tough.” All things considered, the idea of an iron support beam represented what IRONFORCE promised: strength and durability.

With name and logo nailed down, we dove into package design. Our first concept embodied the image of a classic toolbox – heavy on the color red with a stainless steel look. We also presented the client with a black-and-yellow design, one that mimicked traditional contractor-grade tools. The final and chosen concept transmitted feelings of Porsche-like sleekness and prestige, coupled with hints of neon.

For the final part of the project, we designed IRONFORCE’s website to drive sales. Visitors were greeted by a promo video – which we wrote, shot, and directed. The video quickly educated consumers on the products, enticing them to head to The Home Depot. The site’s electric green icons pulled the visitor’s gaze to benefit call-outs, while a dark, industrial background cemented the brand as super-tough.

Porchlight - Ironforce
Porchlight Ironforce Logo
Ironforce_Foil-Tape-icons
IronForce_single_flat_approved
Porchlight - Duct Tape
The Home Depot Ironforce Display
Ironforce Web Page

BEHIND THE SCENES/

CREATIVE CONCEPTS

THE RESULT


Our creation of IRONFORCE’s powerful name, logo, packaging, and site helped the brand establish a firm foothold in the home improvement marketplace.

OUR WORK