Building a New Identity for a Market Leader

Building a New Identity for a Market Leader

How a new identity can come to life for a market leader who can no longer go to market with its former identity.


When Myers Industries completed sale of their market-leading Lawn & Garden Segment to a private equity firm, a whole new company was born - The HC Companies. The challenge became to create an identity for the new master brand that would serve every channel of their business - nursery, greenhouse and retail - while leveraging and connecting to the sub-brands that had become so well-known within each segment as part of Myers.


Since manufacturing horticultural containers was their business, we decided to create an identity that focused on the elements of a container with a modern, simplistic approach - with visual cues that reinforce containing and growing plant material. The sub-brands within each market were also updated to reflect the new color palette - earth tones to reinforce a natural extension to the master brand.


The new branding is in the initial phases of a comprehensive and integrated rollout. The new print collateral materials - catalogs, brochures, leaflets - have already been produced along with a new trade show experience. The transition of all packaging has also begun. Phase 2 will consist of a new website along with a targeted email marketing, digital and trade print campaigns. The early reviews on the new branding from end-users in each of their markets and their retail customers have been overwhelmingly positive and the new brand is off to a successful start.


While our methods have changed over time, our approach has always been consistent - we deliver targeted and measurable integrated marketing programs that drive outpacing revenue growth. Now more than ever, the ability to drive measurable results is mission-critical for today’s marketing organizations. It not only facilitates post-program ROI analysis, but it also drives resource allocation (and re-allocation) decisions during programs to get the most from your marketing spend.

ATA will help you drive these measurable results. Our structured Accelerated Growth Process will help transform your marketing organization from a cost center to a revenue center by clearly demonstrating the revenue impact of your efforts. Our strategies and tactics are shaped by our staff experience which include a Fortune 100 Marketing Executive and experienced product management leaders who understand the challenges of today's marketing organizations and the strategies that can lead to outpacing growth. And our turnkey, full service creative and production capabilities provide the speed, agility and expertise to bring your marketing programs to life quickly and effectively.

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