Forefront Facades
Rebranding an architectural product rep firm through naming strategy, logo design, and a new website
Forefront Facades (formerly Michael Maros) is a Seattle-based manufacturer’s representative firm specializing in commercial architectural building materials.
Representing four companies (Boston Valley Terra Cotta, Keith Panel Systems, Oldcastle BuildingEnvelope, and McGill), the company was confronted with a unique challenge. A leadership transition from founder Michael Maros to his son Evan was in process, prompting a rebranding to reflect their evolving identity and ensure a seamless shift while maintaining industry recognition.
Michael and Evan praised our original work on the 2015 Michael Maros logo and product representative website, so Evan enlisted our help again. Our exploratory process guided them in creating a new brand identity through a series of virtual meetings, focusing on their brand’s evolution, represented products, client base, client values, and the distinctive aesthetics of the Pacific Northwest. We also analyzed their process and the competitive landscape.
Services: Brand Audit, Brochure/Collateral, Logo/Identity Design, Naming Strategy, Website Design
Via a virtual naming development presentation, three naming options emerged. After some feedback and consideration, the client settled on the name “Forefront Facades”, perfectly encapsulating their forward-thinking approach within the architectural facades’ realm.
With the new name in place, we created five refined black and white logo concepts and presented them through another Zoom pitch. The clients almost immediately selected one design that they both felt was appropriate. We pushed the comp a bit further with some design adjustments and then worked in the client-preferred gray and blues color scheme into a final logo design. Then along with a secondary logomark, a wider, horizontal version, we provide versatility to the new visual brand. A concise Brand Manual was provided with instructions for consistent logo use and brand aesthetics.
With the logo and brand in place, we developed a website that supported the brand’s relaunch and future case studies. We developed new terms and keywords for improved search engine optimization (SEO) to encourage higher rankings as well. The old Michael Maros site now redirects to the new site, with a pop-up announcing the rebranding to Forefront Facades.
In the process of brand redevelopment, we embarked on a project that retained the heart of the business while introducing a fresh perspective. The focal point of this transformation was the transition of leadership, as Evan assumed the reins of the company.
A distinctive name was unveiled, and we were able to secure an available domain – a triumph that added value! Navigating the challenges of remote collaboration, we were able to communicate through quick email exchanges, while Zoom presentations fostered seamless communication.
The new branding fits with the architectural products industry while resonating with architects. The chosen descriptive name reflects the company’s forward-thinking approach in the field of facades. The website design is clean and effective, while efficiently providing the Forefront Facades with everything it needed.
