Coppes Napanee has been in woodworking since 1876—we helped bring their brand into the 21st century.
WHAT WE DID
TARGET AUDIENCE RESEARCH
BRAND MESSAGING + POSITIONING OVERHAUL
VISUAL BRAND + LOGO REFRESH
Your attention to detail is amazing. Your work ethic and ambition is refreshing. On my second phone call with Element Three, they all knew more about our company than most people do in our small town.
President, Coppes Napanee
Not just marketing—re-building a company from the ground up.
Right away it was clear this was more than your average logo or messaging refresh, and while Coppes Napanee was excited to get to marketing, we knew this was the absolute best time to bake in new values, positioning, and brand pillars that would not just support the new company direction, but also help shape it.
We started with a full competitive analysis. If Coppes wanted to stand out, what and who would they stand out from?
Meet the market, own the comeback.
When we looked at the competition, we found no real discernable brands—instead, we saw expected, average visuals. That told us Coppes Napanee had an opportunity to stand out, striking a balance between heritage and modernity.
To get to a strategy on how to actually stand out and strike that necessary balance, we conducted our own research with designers, dealers, contractors, and builders.
Independent interior designers
But quality is only one piece. The target audience is also looking for creativity. They want a manufacturer who understands and tracks the trends and can work from as little as an inspiration photo. They need the conversation to start from there, rather than having to educate a manufacturer about a style.
With those insights in mind, we recommended two key goals:
- To meet the market, Coppes positioning needed to touch on company heritage, traditional techniques, and quality materials.
- To stand out, Coppes had to own their comeback story and invite designers to be part of it.
Interested in something similar?
Ask Joe how to get started.