Overview
Client
Dynamic Fenestration
Industry
Architectural Products
Relationship
2009–Present
Services
AI-Assisted Planning
AIO Marketing Strategy
AIO/SEO
Brand Strategy
Copywriting
Email Marketing
Landing Pages
Social Media Management
Website Design
Website Hosting & Maintenance
Written Web Content
Visual Identity
Videography
Pohl Strategic has a long history with Dynamic, mostly because our Founder and CEO, Jason Pohl, used to be an employee at the company years ago when it was still called Dynamic Architectural Windows & Doors
Jason served the company as an estimator and marketing coordinator during 2007-2008. After Jason moved on from Dynamic, he stayed in good relationship with them and, when he started his own marketing company the following year, they contracted Pohl Strategic to assist their marketing team. That was 2009 and a lot has changed for Dynamic since then. But Jason and his team have walked alongside the company through much growth, transition, and significant turning points.
Today, Dynamic Fenestration is well established and well known as a luxury, factory-direct manufacturer and designer based in Abbotsford, British Columbia, specializing in custom wood, metal (bronze, steel, aluminum), and wood-clad windows and doors. Serving high-end residential, commercial, and boutique projects, they act as a design-assist partner from conception to installation.
Challenge
After several years of providing website services, promotional materials, and brand development, Pohl Strategic was well positioned to help Dynamic through bigger changes.
In 2020, Dynamic Architectural Windows and Doors was a successful and growing company in the luxury residential marketplace. Part of that success was how Dynamic had evolved from being simply a manufacturer of custom windows and doors into becoming a full-scale fenestration service provider with several unique attributes in their area of expertise. The evolution, however, was not yet represented well in their public brand identity.
Dynamic needed to refresh their brand identity—not that they had ever departed from their fundamental mission and values—but they needed to find a way to more effectively communicate their uniqueness to the world and specifically to their closest collaborators—architects. For this task, Dynamic selected Pohl Strategic as a marketing partner that understood them and could help them through their brand transformation.
Photography by Likeness Studio, Kevin Kunstadt, and Paul Dyer Photography.
Approach
After a thorough assessment of Dynamic’s position in the marketplace, the team at Pohl Strategic collaborated on a plan that would effectively serve Dynamic’s marketing needs into the future. The team set out to re-imagine Dynamic, to refresh its visual identity and to clarify its unique offering in the marketplace by refining its messaging and marketing strategies.
Michelle Sourisseau, a creative director and brand expert, was enlisted to develop a new logo and fresh branding elements that would support the new identity and brand strategy.
The result of the process was that the company embraced a new name—Dynamic Fenestration—an unveiling that was also accompanied by a stronger and simplified logo, updated branding elements, sharper messaging, and a completely new website.
“We decided to do it all at once, and to do it right,” said CEO Mathews.
The new website (at a new domain) featured all the new branding elements, including a clarified vision statement, a refined brand promise, and a detailed stage-by-stage description of their collaborative process. As well, all the website content was carefully aligned with the unique approach that Dynamic takes in helping architects overcome the complex challenges of tailor-made windows and doors. In their scheme, the architect is the hero of the story, and Dynamic serves as the navigator, or guide.
Once Dynamic’s brand transformation was well expressed, Pohl Strategic was then asked to further develop the brand story through ongoing social media delivery, engaging video content, and fresh SEO-rich website content.
According to Martin Ross, Dynamic’s Director of Business Development, “Unlike large agencies, Jason and his team are directly involved with us at all times, and they have the flexibility and insight to help us stay on point in a chaotic marketing reality.”
Strategy
AIO Marketing Strategy
Brand Strategy
Market Research
Visual Identity
In 2021, in collaboration with Michelle Sourisseau, we provided a complete brand refresh, including new name, new logo, a clarified vision statement, a refined brand promise, and a detailed stage-by-stage description of their collaborative process. With architects as their target audience, we helped them align all their messaging accordingly.
Since then, we’ve been working to maintain tight strategic alignment with Dynamic’s internal marketing team, adjusting marketing messaging based on new business initiatives. Also, quarterly brand content messaging is developed using an AI-assisted process and optimized for AI search engines.
Website Design
Copywriting
Full Website Rebuild
Landing Pages
SEO/AIO
Website Hosting & Maintenance
In addition to website services over the years, including hosting, maintenance, and updates, we did a thorough redesign of the site in 2021 according to an entirely new style guide and the new messaging.
We also helped to reorganize content for certain products to allow for a smoother, more intuitive user experience, and to optimize for mobile navigation. More recently, we are regularly executing a program to optimize content for AI search and compatibility.
Content Marketing
AI-Assisted Planning
Email Marketing
Social Media Management
Written Website Content
Videography
We’ve produced numerous videos that help explain Dynamic’s unique contribution in the market, including a facility tour by drone. We regularly produce project stories, which are based on interviews that we do with architects and builders.
These written pieces not only showcase award-winning architectural experiences, but they also highlight Dynamic’s unique collaborative process. In additions to stories, we also work closely with Dynamic’s team to publish thought leadership pieces for the architectural industry and technical blogposts especially for architects as they consider fenestration design. All of this content is also supported by ongoing social media and email content and scheduling.
Impact
“We are extremely happy with the results that were delivered,” said Mathews.
Despite significant market upheaval in recent years that have caused other major window and door suppliers to go out of business or be bought out by larger corporations, Dynamic continues to maintain their unique identity among competitors and to thrive in the marketplace by offering a variety of products and services to their customers.
Pohl Strategic was able to provide the support that Dynamic needed to help simplify and clarify their overall identity and purpose. The process strongly affirmed the company’s vision and their ongoing commitment to serve their primary collaborators like architects, builders, and homeowners. Today, they are doing exactly that, more and more.
“We needed a partner who was responsive, reliable, and could get the job done,” said Ross. “Pohl Strategic did that and more, they brought additional value to the table via ideas, insights, and observations. They have truly become a trusted partner, and they continue to contribute to our growth and success as our company evolves.”
