Pohl Strategic Supports Dynamic’s Brand Transformation
Case Study
CHALLENGE
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.
“It was time to update our story,” said CEO and Founder of the company, John Mathews. “We’ve had a unique journey, and we present a unique value in our niche.
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 needed a marketing partner that understood them and could help them through their brand transformation.
SOLUTION
Dynamic called Pohl Strategic Marketing.
After a thorough assessment of Dynamic’s position in the marketplace, the team at Pohl Strategic went to work to craft a plan that would effectively serve Dynamic’s needs into the future.
In addition to the marketing professionals and media specialists on the Pohl Strategic team, other designers and market experts were brought together to help re-imagine Dynamic, to refresh its visual identity, and to clarify its unique offering in the marketplace.
Form Meets Function, the branding and creative studio of Michelle Sourisseau, was enlisted to develop a new logo and new branding elements that would support the new identity and brand strategy. Pohl also partnered with Wiebe Industrial Services, the marketing agency of Gerry Wiebe, to refine messaging and marketing strategies.
In 2021 the company embraced a new name—Dynamic Fenestration—emphasizing the brand transformation, an unveiling that was also accompanied by a stronger and simplified logo, updated branding elements, sharper messaging, and a completely new website. Pohl implemented a media roll-out strategy across multiple platforms to deliver the message.
“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 of 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 of the website content was carefully aligned with the unique approach that Dynamic takes in helping architects overcome the complex challenges of architectural fenestration. 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.”
RESULT
“We are extremely happy with the results that were delivered,” said Mathews.
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.”
To experience the refreshed look and feel of Dynamic, visit their website at dynamicfenestration.com
Pohl Strategic Supports Dynamic’s Brand Transformation
Case Study
CHALLENGE
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.
“It was time to update our story,” said CEO and Founder of the company, John Mathews. “We’ve had a unique journey, and we present a unique value in our niche.
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 needed a marketing partner that understood them and could help them through their brand transformation.
SOLUTION
Dynamic called Pohl Strategic Marketing.
After a thorough assessment of Dynamic’s position in the marketplace, the team at Pohl Strategic went to work to craft a plan that would effectively serve Dynamic’s needs into the future.
In addition to the marketing professionals and media specialists on the Pohl Strategic team, other designers and market experts were brought together to help re-imagine Dynamic, to refresh its visual identity, and to clarify its unique offering in the marketplace.
Form Meets Function, the branding and creative studio of Michelle Sourisseau, was enlisted to develop a new logo and new branding elements that would support the new identity and brand strategy. Pohl also partnered with Wiebe Industrial Services, the marketing agency of Gerry Wiebe, to refine messaging and marketing strategies.
In 2021 the company embraced a new name—Dynamic Fenestration—emphasizing the brand transformation, an unveiling that was also accompanied by a stronger and simplified logo, updated branding elements, sharper messaging, and a completely new website. Pohl implemented a media roll-out strategy across multiple platforms to deliver the message.
“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 of 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 of the website content was carefully aligned with the unique approach that Dynamic takes in helping architects overcome the complex challenges of architectural fenestration. 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.”
RESULT
“We are extremely happy with the results that were delivered,” said Mathews.
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.”
To experience the refreshed look and feel of Dynamic, visit their website at dynamicfenestration.com
