Waypoint Distribution

A window furnishings distributor embraces bold new product branding with exciting results.

The Brief

Create a brand that is unique, contemporary and revolutionary.

Waypoint Distribution (Waypoint) is a successful South Australian wholesale company that distributes window furnishings (internal and external blind fabrics, hardware and plantation shutters).

In its 20th year of business Waypoint has grown from its origins as a sole operator to now having a strong presence in SA, WA and NT and a brand that is well respected by both the industry and its large customer base.

Waypoint initially came to Fuller to refresh its brand identity and marketing collateral. This project was so successful that Waypoint returned to Fuller to create a new product brand for its plantation shutters.

The brief was to create a brand that was unique, contemporary and revolutionary, to cut through a very traditional market.

Services Provided

Brand Strategy & Identity, Design & Motion Graphics

STRATEGY

In a first for Waypoint, it was creating and controlling the brand, rather than working with a supplier’s brand.

The project was an opportunity to build a new brand from the ground up and take on/disrupt an industry that has become dated and tired.

Waypoint wanted to impress customers and excite them with the brand to encourage them to find out more about or buy Waypoint’s shutters.

It also wanted a brand that would target not just the B2B market but also the end user, a unique strategy for the wholesale window furnishings industry.

Following a brand strategy process that delved into Waypoint’s audiences and brand truths, Fuller came up with the product name: Loov. and applied a product story and visual identity to it, along with four sub brands to sit underneath Loov..

Results

Just one day after launching the brand to market, Loov. received its first sales order and has since been steadily receiving several orders a day which has surpassed their expectations so early in the campaign.