Renovating a brand with “distinction”
Randall’s is an established paint and home décor retail chain with a long history and an excellent reputable history in the Ottawa and Eastern Ontario regions. However, for the stores to remain viable and able to compete with the many big box home improvement chains now in the area, there was a need to reach a new generation of homeowners, including those who had no renovation skills or lacked confidence to try DIY projects. A brand audit demonstrated that Randall’s most valuable brand attributes were their knowledge, experience and credibility, qualities beginners value most.
Armed with the need to demonstrate that Randall’s was “not your father’s paint and décor store”—and influenced by the popularity of shelter magazines and various DIY and home improvement TV channels and websites, seed president Joy Parks was tasked by greennmelon design inc, Randall’s communications firm, to build on their valuable knowledge and product authority with a branded content publication. This “magalogue” that would announce the new style and voice of their brand—a breezy, easy voice that invited readers to try their hand at home improvement—knowing they’d have the support of Randall’s experience and know-how behind them.
The content asked readers to trust in Randall’s traditions and knowledge, but use that information to express their personality using their home as a canvas. The goal was to deliver in the distinctions publication, a series of branded content articles that would be comparable to newsstand shelter publications—but based on Randall’s products, knowledge and overall offering.
According to greenmelon creative director Robert Smith, “When our client Randall’s, a local home décor chain, approached us to do a magazine, I immediately spoke to Joy. There was no one else that I would trust with such an important branding vehicle. Her talent for understanding an audience, and delivering compelling and pertinent content shone in this piece. The final product is something that I display proudly in the portfolio.”
The client was extremely happy with the inaugural issue, and threw a launch party that included the mayor of the city of Ottawa as a guest. The publication continues to be available in stores and as an e-publication on the retailer’s website.
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