Integrated Branding Campaign

Transforming Homes For 175+ Years

Role: Front End & Email Development

Project Overview

Wolf Home Products, traditionally a B2B focused brand, needed to shift focus to a B2C strategy to address the shrinking footprint of cabinetry dealers and bring a modern edge to its 175-year-old brand. 

While the Wolf name remained intact, we rebuilt the brand’s identity from the ground up, including a fresh new logo, color palette, brand standards, photography guidelines, website, measurement tracking and email templates.  

As part of the re-brand, we also launched two product lines, Wolf Transition and Wolf Classic, and made updates to the Wolf website to act as the central hub for all consumer contact.

Software & Languages

  • HTML5 & XHTML
  • CSS
  • Google Tag Manager
  • Google Analytics
  • Google Fonts
  • PHP
  • Drupal 7
  • Photoshop
  • Campaign Monitor

a few credits

Hitchcock Fleming & Associates, Inc., Agency
Tracy McCutcheon, Executive Creative Director
Brad Istnick, Creative Director
Kevin Stuhldreher, Art Director
Jeremie Jaymes, Sr. Art Director
Cheryl Boehm, Assoc. Creative Director
Harold Kneriem, Digital Architect
Romee Prajapati, Developer
Matt Scheip, Sr. Project Manager
Karen Lahovich, Sr. Integrated Media Specialist

The new brand look reflects the company’s ongoing innovation in the building products industry. Along with a modern new logo, hfa art directors designed updated colors, a new tone and refreshed product materials.

All of these enhancements will make it easy to clearly communicate what makes the brand different, allowing the client to provide customers with unparalleled value.

hfa re-launched the responsive Wolf website on the Drupal 7 platform. We used high-impact lifestyle photography to showcase Wolf’s vast inventory and help consumers envision how products can enhance their life and home. The intuitive comparison tools and wishlist functionality make a complex selection process easy. Online shopping complements the in-store visit for a completely seamless experience that elevates the brand.

View Website

The client was already using Campaign Monitor as their email service platform but couldn’t quite match the new brand look using the pre-made templates.

To solve this problem, I created two new custom HTML templates that complimented their new modern brand — one for their Wolf Pro contacts and a second for their customers.

The targeted email client was Outlook, so conditional statements were required in order for the buttons to display flawlessly.

Brand email Template

Mobile

Desktop

Pro email template

Mobile

Desktop

We put together a comprehensive website measurement plan to track pageviews, media pixel tags, and interactions with the site.  I implemented the plan using Google Tag Manager and worked with the lead developer to ensure code was optimized so that auto-event variable tracking could be triggered properly.

Awards

  • Silver - AAF Akron Addy Awards - Integrated Brand Identity Campaign
  • Silver - W3 Awards - General Website: Construction

Employer

Hitchcock Fleming & Associates, Inc.

Client

Wolf Home Products