Royal Group
Royal Building Products
STRATEGY BRAND IDENTITY BRAND DESIGN BRAND ARCHITECTURE BRAND GUIDELINES COPYWRITING
Building a better house of brands.
—
With numerous divisions, market segments, and business spanning Canada and the U.S., Royal is the largest extruder of cellular PVC components in North America. The rebrand required starting at its foundation.
From schools & hospitals to homes & offices, and even the water supply that connects them, Royal could literally touch almost every aspect of the neighborhoods in which we live.
—
This key understanding formulated the strategic underpinning of the brand:
Building Better Neighborhoods.
Before
After
Considering the equity in both the Royal name and original crown mark, the revised identity tells the brand story with clarity and distinction.
—
Where the previous mark identified a manufacturer, the new design is aspirational. The crown now captures a vignette of a neighborhood street. It expresses a commitment to building neighborhoods of lasting value…
…from the ground up.
—
Additionally, French and bilingual variants are considered.
—
Modern, endorsed brands are standardized — while legacy brand styles are accommodated for their existing identities.
CREATIVE DIRECTOR: STEVE LASCH
STRATEGY DIRECTOR: JIM MOUNTJOY
DESIGN DIRECTOR: BRADY BONE
ART DIRECTOR: BRADY BONE
DESIGN: JESSICA MANNER, KIM CUNNINGHAM, BRADY BONE
COPYWRITING: STEVE LASCH, BRADY BONE
ILLUSTRATION: BRADY BONE
PRODUCTION: JESSICA MANNER, KIM CUNNINGHAM, BRADY BONE
ACCOUNT MANAGEMENT: SARAH PETER
AGENCY: LKM