ABOUT

Hickory Hardware designs, manufactures and markets decorative and functional hardware to the retail, wholesale distribution and OEM furniture and cabinetmaker markets. Prior to the Hickory Hardware brand launch, the company consisted of five legacy brands in need of consolidation.
It was determined that bringing together the individual design, manufacturing, channel marketing, distribution and global outsourcing functions would allow it to leverage the synergy required to compete more effectively in a highly fractured and competitive marketplace. The association-rich brand name was conceived, a new logo was designed and corporate brand gudelines followed soon after. An integrated, high-impact marketing campaign was developed to promote the new brand to external audiences. A flight of eye-stopping, full-page trade ad placements provided instant visibility in the marketplace and positioned the new company as a leading provider of profitable, high-turn hardware programs, further supporting the positioning of Hickory Hardware as a category-leading brand. After the initial print campaign, an interactive branding strategy was launched which allowed Hickory to more easily capture key audience demographics and further refine messaging tactics in support of the master brand.