Brand Architecture

Defining RealCraft’s Brand Voice

When i first got to RealCraft, I noticed that there wasn’t a clearly defined brand voice or personality. It was creating confusion in everything from customer service to new product development, because it wasn’t clear who we were serving and why we could help them more effectively than our competitors. I created a comprehensive Brand Voice Guide to unify the brand voice across channels, define our core values, and create a mission statement and brand promise that put the customer first. I also wrote and produced the Brand Story Video as seen above to embody the brand story in a tangible way for prospective customers. In the year since creating and implementing the Brand Voice Guide, net sales have increased by 8 percent, and we have used our clearly defined Customer Archetype to help guide new product strategy. This included expanding our entry door product lines, which now account for approximately 20% of net sales and are a much more profitable category than the barn doors RealCraft had previously specialized in.

When A Touchpoint is Literally a Touchpoint

Since RealCraft is an e-commerce brand, we wanted a way for prospective customers to experience the beauty of real, solid wood, and to get a more accurate sense of how wood looks in real life. Our sample program needed revamping so that it aligned with our premium brand positioning. Along with updating the packaging and standardizing the samples themselves, this also meant visually communicating the product benefit.

I created the concept of the Growth Ring/Fingerprint design to link the inherent uniqueness of each board of wood with the uniqueness of a fingerprint. This concept also emphasizes the hand-crafted nature of the nature, as well as the tactile difference between real wood and veneers. Real wood has an energetic signature nothing engineered could replicate.