SBD’s Classic Marketing Process for Classic Sash & Door

Since successful brands thrive on consistency of design look and messaging, we next produced a Brand Guide for CS&D. After a full logo exploration, the client decided to keep their existing logo, which had some local equity. However, it needed an upgrade that, while keeping its vintage look, would contemporize it. We adjusted the copper color to fit their new palette, tightened up and aligned the logo elements, and added their tagline. From there we developed a logo usage guide, a color palette and font usage guide, as well as a copy tone guide to establish keywords and phrases, and “do’s and don’ts” that together make up the tone of voice that best represents For a business that is largely visual, CS&D lacked compelling photographs; we helped establish photo shoot direction, both for showcasing work and for introducing their team.

We updated CS&D’s website to a more efficient platform, with a decidedly more contemporary look and feel, as well as optimizing it for mobile. While the older site had few and smaller photos, the new site leads with beautiful shots of windows and doors. A new gallery page shows off the work, while copy on the site extolls the values that VOC research showed prospective customers seek, using attainable keywords that our SEO research uncovered. Rotating customer testimonials came directly from the VOC.

To drive traffic to the site, and customers to CS&D, we produced three campaigns, consisting of blogs with corresponding social media posts. Peeps in the Neighborhood helped establish CS&D as a “neighbor among neighbors,” a team of long time Portlanders who live here with their families, and care about yours. Let the Sunshine In celebrated all the things that windows do for our homes and families, from letting the light in to keeping weather and pollution out, to opening up smaller rooms, and bringing the wonder of snow to a small child whose nose is pressed up against the (warm, because it’s double paned) glass. Finally, Keep Portland Classic, leveraged CS&D’s tagline – “Transform Your Classic Home” – by pairing iconic images of Portland with shots of “classic” windows and doors installed by CS&D, establishing them as Portland’s iconic window and door company.