Woodcraft Windows are experts in crafting windows and doors that are true to the style of your period home
The company began in South Oxford in 2016, replacing sash windows in the traditional terraced houses of Cowley Road Oxford. Since then they’ve expanded to service listed buildings and conservation area homes in Oxfordshire, the Thames Valley and West London.
They approached us to rebrand the business with a new brand identity that focused on the specialist needs of their target customers and reflected the craftsmanship that goes into their work.
The brief was to target large residential properties and the commercial sector and create a clearer product offering. But we had more ideas for them…
What we did for Woodcraft
We suggested that the previous name ‘Traditional Glaze Windows’ was failing to position them as specialist designers and builders of bespoke wooden and aluminium windows for period homes where conservation law requires replacement windows to match the original designs.
The website – whilst perfectly adequate – failed to communicate the craftsmanship of the products, the exemplary customer service and high levels of attention to detail they provide.
Before we could create effective messages, we needed to know exactly who we were talking to, and what matters to them most. During the Brand Clarity Clinic, we delved deeper into their customers’ concerns and desires, creating detailed customer personas for each target client group.
By identifying the customers’ preferences, worries and problems, we were able to target specific types of people at their point of need – showing a deep level of understanding and reassuring them that they are in the right place. We brought these messages to the forefront of the brand. Real case studies from other Oxfordshire homeowners provide validation and aspiration for prospective clients.
We positioned Woodcraft as Oxford’s experts in handcrafted windows and doors. No hard-sell – just friendly, respectful craftsmen.
Through all brand communications, we made it clear that they enhance homes, providing 21st Century comfort and security whilst remaining true to the original design of traditional properties. Woodcraft are all about sensitively planned restoration of beautiful period homes.
Woodcraft is where traditional meets contemporary, and they work beautifully together
The core of the message is, “Contemporary Living In Heritage Style”. High quality traditional wooden windows and doors that look original, but provide modern levels of security and comfort. All of the messages, marketing copy and visual design underline the core message.
The new name ‘Woodcraft Windows’ came at the end of the research and key messaging process, once we were sure we’d married up the ideal client’s desires and aspirations with the company’s authentic character and core strengths.
Woodcraft’s ideal clients appreciate style and quality, and align themselves with brands like Farrow & Ball, Waitrose and Land Rover. When creating the visual identity we were careful to ensure that those people felt at home and reassured.
We’ve thoroughly enjoyed working on this project, and look forward to working with Woodcraft to grow and develop their business in the years to come.
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