Branding a Vision of Renewal

We frequently have the chance to influence brands who have recently undergone significant strategic shifts in their businesses. This was the case with TimberWest Forest Corp., the largest private landowner in western Canada.

Challenge

The largest private landowner in western Canada, TimberWest Forest Corp., shifted its strategic focus. With that shift came a determination that certain lands had a higher and better use as real estate. TimberWest selected Kaldor to determine whether a separate real estate brand was appropriate and the subsequent brand strategy, name, visual identity and marketing.

Thinking

The project began with internal employee and customer interviews to understand the company’s culture, history and reputation. Kaldor determined a new brand architecture for TimberWest Forest Corp that included a separate brand for the real estate division. We then created a brand strategy, name and brand identity to effectively position the real estate company relative to the competition. The Web mini-site publicly positioned the company and was designed to generate sales leads.

Results

TimberWest senior management and its Board of Directors lauded the brand strategy, naming and brand identity. The new brand became public in early 2009, receiving positive coverage by local and national media.