BluWood is treated with a liquid barrier to protect the wood, and a blue dye is added for branding purposes to make the product distinct and recognizable on the worksite.
After acquiring BluWood, the new owner felt the company’s branding needed work. He engaged UP-Ideas to evolve the logo, develop a tagline and bring their brand message inline with the product.
It was felt that the company’s product advantages were not being clearly communicated to their audience. Through discussions and research, UP-Ideas learned about every feature and benefit of the product, as well as its real need in the industry.
We developed a new tagline that clearly stated the product’s benefits — No Rot. No Mold, No Termites. The BluWood logo was updated and a new set of brand guidelines were developed. UP-Ideas opted to amplify this visual brand element across BluWood’s brand messaging.
On the back of each business card we show the blued end of a 2×4. To further enhance the effect, we used clear thermography to create a raised texture on the dark grain lines which are naturally raised on lumber. On the back of the letterhead is an image of a BluWood treated OSB (oriented strand board) panel. Vehicles and their website were also designed to further reflect this brand element.