Scandinavian Designs

Complete brand identity

Brief

If you lived in Southern California you knew them as “Plummers,” Chicago and Colorado as “Dania,” and Northern California as “Scandinavian Designs.” All regionally beloved brands, but difficult to manage and convey a singular voice when three names are in play. Gilmour Craves helped Interline, the parent company, determine which brand had the most equity. Online customer surveys showed that Scandinavian Designs represented the future and clearly paid homage to their Scandinavian heritage. Brand consolidation required a re-launch of the Scandinavian Designs brand in all markets. Working closely with the Interline in-house marketing team, Gilmour Craves helped redesign the logo and brand standards. Resulting brand expressions included; storefront signage, catalog website, print catalog templates, email templates, and in-store signage.

Outcome

For fifty years, the core values of the Scandinavian Designs brand have centered on design, quality, and value. Gilmour Craves helped clarify the company’s vision through a top-down branding effort that included brand strategy, and a comprehensive brand guideline that addresses all internal and consumer touchpoints.