From Legacy to Elegance: Spiral Stairs of America Goes Through a Massive Brand Transformation with Alecci Media
Spiral Stairs of America, a company with a rich history spanning fifty years, is renowned for its high-quality spiral staircase designs. While enjoying a loyal customer base, the company faced a challenge in reimagining its brand to appeal to a broader and more elite clientele while maintaining its reputation for excellence. Alecci Media was tasked with executing a complete brand overhaul, including a new visual identity, logo, website design, and tone of voice.
The Challenge
Spiral Stairs of America's challenge was two-fold:
Reaching a Wider Demographic:
The company sought to expand its client base beyond its traditional market while ensuring that its brand retained the trust and recognition it had built over five decades.
Creating a Modern, Streamlined Look:
Spiral Stairs of America needed a fresh and contemporary visual identity that communicated elegance, quality, and craftsmanship. The goal was to convey a sense of exclusivity while remaining approachable.
Our Approach
Alecci Media approached the project with a comprehensive strategy to reinvigorate the brand:
Brand Identity Overhaul:
We began by redesigning Spiral Stairs of America's logo. The new logo retained elements of the legacy of the company and its rich history, but now emphasizing a modern twist. The iconic spiral staircase became sleeker and more refined, reflecting the Spiral Stairs of America’s commitment to innovation.
Visual Branding:
We introduced a sophisticated color palette of deep blues, metallic silvers, and whites, giving the brand a luxurious feel. Clean lines and minimalistic design elements were used to convey the company's commitment to precision and quality.
Website Redesign:
The website was completely revamped to provide a seamless user experience. It featured high-quality imagery showcasing the elegance and high quality designs of their spiral staircase designs. The user experience is intuitive, and the site was built with pertinent information to cater to a broader clientele. Specifically, Alecci Media encouraged them to emphasize their ‘Lifetime Structural Warranty’ which sets them apart from their competitors, as well as their robust financing options with partner bank, Hearth. They also devised an FAQ page to answer pertinent questions to create a user-centric approach. The goal was to provide clear, concise, and valuable information that helps our clients' audiences find answers to their inquiries efficiently.
Custom Business Card Design:
The Spiral Stairs of America business cards were meticulously designed to serve as an elegant and memorable representations of the brand's commitment to craftsmanship and excellence, mirroring the beauty of their spiral staircase creations.
Spiral Stairs of America Business Card Design by Alecci Media
Tone of Voice:
At Alecci Media, when refining the tone of voice for Spiral Stairs of America, our foremost objective was to create a narrative that resonated deeply with the company's core values of high quality, legacy, personability, and integrity. This endeavor went beyond mere words; it was about crafting a compelling story that would forge emotional connections with every cohort of their audience. The messaging needed to be refined to strike a balance between professionalism and accessibility.
1. High Quality
We understood that Spiral Stairs of America's legacy was built on delivering nothing but the highest quality craftsmanship. To emphasize this commitment, our choice of words and phrasing exuded an air of excellence and precision. We didn't just talk about quality; we showcased it through our language.
2. Legacy
Spiral Stairs of America's five-decade journey was a testament to its legacy. We wanted to encapsulate this rich history and experience through words that carried the weight of tradition.
3. Personable
In addition to their legacy, it was crucial that the company's tone remained approachable and relatable. They come from small town roots…their team page infuses the warmth and personality into the language, making it feel like a conversation rather than a corporate statement.
4. Integrity
Integrity was at the core of Spiral Stairs of America's values. Our language needed to reflect this unwavering commitment to honesty, ethics, trustworthiness, and expert craftsmanship.
5. Accessibility
While exuding professionalism and highlighting craftsmanship and integrity, we also aimed to ensure that the language resonated with every cohort of their audience. This involved avoiding overly technical terms and explaining complex concepts in a straightforward manner.
In conclusion, Alecci Media carefully honed Spiral Stairs of America's tone of voice to embody high quality, legacy, personability, and integrity. We crafted a narrative that didn't just convey these values but immersed the audience in them. Every word, phrase, and sentence was meticulously chosen to resonate deeply with the audience, fostering a sense of trust and loyalty in the brand. The result was a tone of voice that not only appealed to every cohort of their audience but also elevated Spiral Stairs of America's brand messaging to new heights.
Execution
The Alecci Media team collaborated closely with Spiral Stairs of America to bring the new brand identity to life. Key milestones included:
Conducting extensive market - and competitive research - to understand the target audience's preferences and expectations, as well as opportunities to surpass the competition.
Creating multiple design concepts for the logo and brand materials and refining them based on client feedback.
Working with existing collateral and brand partners to showcase the beauty and intricacy of the staircase designs.
Implementing a responsive and user-friendly website design that ensured easy access to information on various devices.
The Results for Spiral Stairs of America Brand Transformation
The transformation of Spiral Stairs of America's brand identity yielded four remarkable results:
Increased Brand Recognition:
The updated logo and visual branding received positive feedback from both existing and new clients. The iconic spiral staircase, now sleeker and more contemporary, became a symbol of elegance and craftsmanship.
Wider Demographic Appeal:
The website redesign and refined tone of voice successfully attracted a broader audience, including architects and designers, while maintaining the loyalty of existing customers.
Improved Online Presence:
The new website experienced a significant increase in organic traffic. Users found it easier to navigate, resulting in longer sessions and reduced bounce rates.
Enhanced Credibility:
The modernized brand identity conveyed a sense of professionalism and trustworthiness, positioning Spiral Stairs of America as a leader in the industry.
Conclusion
Alecci Media's complete overhaul of Spiral Stairs of America's brand identity, logo, website design, and tone of voice successfully revitalized the company's image. The project not only catered to a broader demographic but also elevated the brand's messaging to resonate with an elite clientele. Spiral Stairs of America now stands as a shining example of how a heritage brand can embrace modernity while preserving its core values.
