Bringing more winning into view
Forced Options
Even high-end builder-designed homes in planned communities give consumers a take-it-or-leave-it generic window offering. The "eyes" of the house are left to blind chance. Weather Shield was getting lost in a hyper-competitive, big-player-dominated middle-market category, and sales had been declining for years.
Frame the View
Top architects told us the first thing they do is walk a prospective building site to determine exposures and situate the structure—especially the windows—to frame the best views. This insight became the good at the core of Weather Shield's newest high-end window lines. We shifted strategy to target architects and high-end builders, the most influential audiences we could efficiently reach. Their endorsement would have outsized impact. The position: "Start with the view. Bring the outside in."
rise in profitability
increase in web traffic
national market share increase
First, we modernized the logo—trading chaos for premium simplicity that worked across digital, social, and physical touchpoints.
Then we met them where they shop. Trade ads. Design magazines. Digital. We made the work as epic as the windows themselves.
We framed the view everywhere—trade shows, collateral, web experience. Every touchpoint reinforced the idea.
