Brand relaunches can be important instruments of change – to change marketplace dialogue, to change brand perception, to get consumers and sales teams excited about the existing and new products. CVR was tasked with relaunching GenFlex, a division of Firestone Building Products that has received little attention for several years.
After a thorough brand study, we came to understand what makes GenFlex GenFlex. It’s a small company that only does roofing – and does it well. And as part of the Firestone family, it’s backed by an industry leader with a wealth of resources at its disposal. It sees itself as a partner – not just a supplier of parts.
We didn’t just relaunch some parts of GenFlex. We did it all. A modern new logo in green and light gray that sets GenFlex apart from the competition and plays on the triangular shape of a roof was just the start. We redesigned printed collateral and email communications, refreshed the tradeshow booth, built a brand new, user-friendly GenFlex.com, and launched a full-blown PR campaign to announce the relaunch in style (we even printed up some roofing-humor t-shirts for launch day).