A BRANDED HOUSE DIVIDED
When we first met with the Baldwin Brand, their situation was not uncommon. Over the years, in an effort to expand into other markets and demographics, they split off a number of sub-brands, each with their own unique look and positioning. From their most prestigious line, Baldwin Estate, to their Prestige Line—designed to make Baldwin’s craft, material and signature style affordable to all. Each with their own positioning, each with their own disparate brand essence… and communication. Our goal was to bring them all together, under one full spectrum brand refresh, so that they worked more harmoniously under a more unified Baldwin vision while still maintaining their individuality.
BALDWIN HARDWARE —
A new look for a historic hardware brand
For more than 75 years, Baldwin has been the hardware leader with a reputation for bold design, hand-crafted styling and cutting-edge innovation that can found in some of the finest homes in America. But even the best brands need a refresh after a few decades.
Brand House and Sub Brand Positioning, Style Guides, Final Art