I chose a hardware store for my next personal branding project because it’s a place of creative possibilities for my DIY projects and I enjoy exploring the aisles. With time there are less of them in lieu of online stores. Here is a short video that shares share a key moment in history. http://www.cbs.com/shows/cbs-sunday morning/video/bk1LZ7QkTW4ChszFY7CX4yOsjE4JPv5O/america-s-oldest-hardware-store-closes-shop/
Despite those sentiments let us meet Wires & Stuff. An online and e-commerce hardware store with the purpose of “helping you build”. Tree experts bringing in 60 years of experience into renovations acquired W&S, they are bold, love a dreamer with a plan and ready to provide their expert opinion.
From the brief or brand audit (the process) W&S wants to build awareness since their acquisition to reach to a new generation of creative DIY and entrepreneurial clientele. The discovery process showed that W&S is at the intersection of the past and the present with a desire to show the value of visiting a store where experts are ready to help as well with their online tutorials and guidance.
Following the mandate a “stylescape” was create (see below). A stylescape is a visual approach in style, a story with the purpose of starting a conversation with you, to oriente your future brand and its communications.
Based on the brand audit’s ﬁndings those visual elements are put together to create a big picture that will help reorient your future brand to build awareness with a strategy in mind. You can see it a stepping stone on how the brand can express itself externally and create your new brand identity.
By analyzing the stylescape’s elements inspired by the 3 key words of the brand’s attribute; dream, power and bold. We are also witnessing a tag line, a new logo, products, the brand colours, typefaces and visual pieces playing each a role on to reach out to the DIY dreamers with a plan that need supplies with expert advice.
Dissecting the W&S logo
The linear construction holding the company’s name is based on the shape of each letters. Each shapes were brought together into a pleasing structure to form the base of the logotype. The overlapping shapes creating transparency suggests the layers of a plan. The black was chosen in contrast with the brand’s vivid colors in complicity of the common silver black tools commonly use.
How we got there?
The stylescape showcases the power of some products in a bold graphic style adverts at the bottom, to the color coded business cards distinguishing the co-owners. The old style street sign welcomes you as well as website and a recyclable shipping box. Become a fan and W&S will offer you its cool t-shirt that must get dirty stating you have accomplished your dream project.