Luxe Branding a Trade Staple

For a company that has been very much under the radar in the Newell Rubbermaid portfolio, our growing visibility is in no small way due to the work you provided. Your efforts at tailoring your deliverables to help meet the expectations delivered upon my team put you squarely in the ‘above and beyond’ category.

– Jana Braxton, VP Marketing Communications
Amerock Corporation, A Division of Newell Rubbermaid

The Challenge

Following decades of trade channel success, Rubbermaid’s Amerock brand sought to take advantage of the consumer-direct opportunity offered by the so-called “big-box” stores.

Despite a clear mandate to leverage the new revenue opportunities proven by competitor success in stores such as Home Depot and Lowe’s, Amerock had failed to capture consumer attention, even though its products were considered quality trade staples.


A visionary marketing director decided that Amerock needed to be schooled in the principles of brand strategy and supplied with specific recommendations on how to reorient marketing to capture consumer imagination.

The Solution

Sampling of the hundreds of slides we produced to analyze and articulate the new brand strategy.

Category research, competitive landscape analysis, requirements gathering, and stakeholder interviews supported brand and marketing insights used for a series of detailed strategic recommendations. This work resonated so well within the organization that a full branding engagement followed.

Our final logo design for the trade-turned-consumer brand

Our final logo design for the newly-named trade-turned-consumer brand.

The expanded engagement included comprehensive strategy, branding, and marketing communications work, and included:

Stakeholder interviews and market research.

Brand platform construction and brand architecture.

New identity design and tonality development.

Website visual and user experience design.

New brand executions signified products as works of art.

The Results

Amerock’s Galleria brand is now one of the most visible and successful in the portfolio, enjoying a strong and successful presence in both consumer and trade channels.