Elkay is one of the largest cabinet manufacturers in the US, but they faced a bit of a branding challenge. Their eight unique brands of cabinets are sold and marketed across five distinct markets—with several brands offering multiple lines and price points. In addition, as the brands were created over time, much of their messaging overlapped and created confusion in the marketplace.

I worked with their leadership to create value propositions, brand stories, and taglines for each of the eight brands. Then I worked with designer Colin Ashfield to create to bring the messaging to life. Now each brand has a clearly defined support story that is unique, targeted, and understandable. Most importantly, it’s actionable for their internal communications teams and memorable for customers.