RONA Brand Redesign and Marketing Campaign
This project was broken down into 3 parts:
1. Logo Redesign
2. Brand Standards
3. Marketing Campaign
RONA’s new branding will reach out to an important audience: those that want to improve their homes, but on a smaller scale. These people include renters and homeowners who seek shorter term and/or DIY solutions. Following the arts and crafts movement which goes hand in hand with the upbringing of millennials, RONA’s new look aims to gain interest by separating itself from Lowes, the company RONA recently merged with.
Logo Redesign
The new logo reflects the craftsmanship that DIY brings, and shares the idea that RONA is focused on creative solutions, while still being a credible source for home improvement solutions. The balance between smooth transitions and sturdy construction was important in this design.
Brand Standards
The standards included specifying how the logo would be used, including colours, backgrounds, and scenarios in which it could and could not be used. Business cards, coupons, and letterhead were among the many pieces that were developed for brand standards. The balance between professional and conversational was important here.
Marketing Campaign
Lastly, the marketing campaign required the consideration of the target audience and the goals of the new brand to decide what would allow for RONA’s new brand to strike the new audience and allow for them to really accept it as something they could support as consumers.
The first piece encouraged the use of social media platforms like Instagram, Twitter, and Facebook to share the hashtag #RonaReno for the chance to win a prize from Rona. Using the tagline “Working Together” allowed the campaign to be clearly focused on the relationship Rona aimed to build with its customers.
The second piece included a tent that could be set up at craft fairs, markets and other community events. Employees would set up the large tent, bringing pre-cut pieces of wood or metal to construct a small project with any people who would be interested in taking part. The employees would share their knowledge and walk the group through the project. This piece of the campaign fosters community spirit and an opportunity to learn, both for employees and the rest of the community.
The last piece that would be set up at the tent is a little photo booth that reflects the style of the billboards, posters, and online marketing. It would ideally be a transparent plastic with a square cut out where people could have their photos taken. The wording set up like on other marketing pieces would be there, but blank in the spots for describing what was made and who was there together.
