"Alicia has been an invaluable creative partner..."
Pierce Henley, CEO of WD Walls, Lite N’ Done, Foray
About the Client
The founder behind these three brands brings deep expertise in wood products, finishing systems, and related technologies. A prolific product innovator, our work together has spanned the development and launch of three distinct brands born from his continually evolving product and business ideas.
Project Goals
After 17 years leading a lumber products business with 40 employees, the founder was ready to “press the easy button.” He wanted to re-enter the industry without expensive lumber-processing equipment or employees – and with the freedom afforded by a primarily online business model.
Challenges
Each brand’s website needed to anticipate the needs of a distinct audience and make specialized products easy to understand, evaluate, and purchase.
WD Walls needed to appeal to an upmarket audience of interior designers and elite contractors while communicating the credibility of decades of hands-on lumber industry experience.
Lite’N Done needed to stand out and establish authority in existing B2B and B2C markets. A significant educational barrier also existed, as UV-cured wood finishes had not yet been widely adopted.
Foray needed to enter the competitive Amazon marketplace as a premium household product and win sales quickly.
Solutions
Brand strategy revealed that when WD Walls products appeared in the design mockups interior designers presented to clients, they became an easy sell while making the designers’ jobs easier – a win-win. At my recommendation, the client invested in creating a digital library of seamless product textures and making it readily available to interior designers through the website.
Lite’N Done’s professional UV-light audience faced a significant educational barrier. This was addressed through an extensive library of video and blog content designed to educate current and prospective customers, improve organic search discovery, and build brand awareness. My naming process led to the selection of Lite’N Done, reinforcing the brand’s core promise: a faster, easier curing process.
Brand strategy revealed that consumer-grade and professional-grade UV lights should not be sold under the same brand, leading to the naming and launch of Foray. To reflect the product’s higher-grade construction and strengthen perception across the related family of brands, Foray was positioned as a premium household product through its visual identity and packaging.