Building a Connected
Brand Family
Associated Materials wanted to clarify its brand architecture, develop its sub-brands and elevate its visual presence. At Hanley Wood, I helped translate that challenge into a brand system that connected the corporate identity with Alside’s windows and siding communications.
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Creative direction, competitive research, brand architecture, identity development and creative application.
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Give the brands a clear relationship while allowing each to speak to its audience. The work needed to communicate building-product expertise and help customers picture what those products could bring to their homes.
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We researched competitors and explored a new direction for the brand family. I helped shape the relationship between Associated Materials and its sub-brands, then translated that thinking into identity guidelines and Alside creative concepts.
The direction paired architectural and lifestyle imagery with a coordinated visual system. It connected the products to the spaces people live in, while making the relationship between Alside and Associated Materials visible.
Shared logo elements, coordinated colors and a clear corporate endorsement connected Alside to Associated Materials. The advertising concept shows how that relationship could carry into customer-facing communications, giving Alside its own presence within the broader family.
Connecting The Brands
Making The Strategy Usable
The guide brought positioning, value proposition, texture, color and photography direction together. These elements gave creative teams a practical foundation for developing consistent communications across the brand family.
The Result
A defined brand relationship and a visual toolkit that translated strategy into tangible design decisions, from logo usage to advertising concepts.