Building Products

Design - Brand Development

Situation

Dixie Cut Stone, a division of Oldcastle Architectural Products Group (APG), is Michigan's largest supplier of stone and cultured stone products. With three locations in Michigan, Dixie manufactures, distributes and sells a large variety of architectural, concrete and landscape products for kitchens, patios, fireplaces, gardens, veneers and more. With such a large product selection, Dixie had created a number of different collateral pieces over the years. Dixie needed to consolidate its marketing collateral to provide a more cohesive picture of the company's offerings.

Challenge

c21 was charged with developing a new look for Dixie Cut Stone that conveyed the natural elegance of its products and services. The new look needed to be general enough that it could encompass all of Dixie's product lines, yet still give consumers a true glimpse into Dixie's offerings.

c21 Solution

After reviewing Dixie's existing marketing materials and developing guidelines for the new pieces, c21 recommended a phased approach to the rebranding efforts. A revision of Dixie's 20-year old logo was the first step in the process. Using golds and greens, the updated logo subtly conveyed the luxurious, classical look of Dixie's products. The second phase of Dixie's rebranding campaign will include an e-newsletter and direct mail campaign to announce the company's new look and reach existing and potential customers. In coming months, the new brand also will extend to a corporate brochure and catalog, giving consumers a detailed overview of Dixie's product offerings and services in a single marketing piece.

Results

The new logo met Dixie's goal of a comprehensive and elegant departure from its old, dated look. The new logo is flexible enough to work with Dixie's multitude of products and services, and will be gradually implemented into Dixie's marketing efforts, beginning with its e-marketing and direct mail campaigns.