Our CLD brand workshops provided the framework and methodology for this project.
Norwegian Log Buildings had an outdated identity from the 1980’s and confusion around their product offering. They approached CLD with a brief to update the identity and clarify the product positioning and brand essence.
We ran a series of brand workshops with the owner and sales director. We focussed on defining the values, positioning statement, strap-line, product categorisation, messaging and tone of voice.
As part of the re-brand, we introduced an emotive strap-line, “Buildings for Life”, which reinforced the longevity of the products as well as the potentially life-changing opportunities.
Gareth wrote an inspirational story that helped create a sense of drama for the brand, we called it ‘The Norwegian Log Effect’:
“It’s warm and it’s cosy; it’s solid and it’s quiet. The fragrance of pine reminds you of Scandinavian forests and summer evenings. Your imagination starts to take you places. You imagine a wood burner, perhaps a desk or why not just some space to think?
Our show home is 30 years old, yet customers still say it looks and feels brand new. That’s the quality of our workmanship and the materials. When you step into a Norwegian Log building you’re stepping into a feeling and just like our buildings, it’s one that will last.”
We also made the product range easier to understand by dropping the sub-brand in favour of a new naming convention. ‘Norwegian Log Buildings’ and ‘Inovar Contemporary Buildings’ became ‘Timeless Traditional’ and ‘Stylish Contemporary’ respectively.