Fairway Architectural Railing Solutions
seeks a new message and look.
Art Direction
Graphic Design
Logo Design
Brand Story
Booth Design
Best known for their vinyl railing selection, Fairway, was growing. They began catering to architects and designers with their growing collection of metal & design-build railing. They came to Anthony to help develop new messaging, look and feel, and product names for their growing business.
Fairway, a building material company, finalized plans to partner with design-build railing company, Carfaro.
Anthony's Role:
WALK THE WALK, TALK THE TALK
Rewind to 1997, Fairway pioneered the vinyl railing kit, which made installing easy for pros and accessible for consumers. Years later they expanded their material catalog with metal and composite railing, becoming a supplier with every material and style imaginable. However, their messaging and look neglected to reflect this growth. Nobody knew them outside of the context of vinyl. It was time to grow into their years of expansion.
EXPLORING THEIR CORE
The partnership with Carfaro, a design-build railing company, saw Fairway expanding their catalog in addition to serving new audiences outside of their core consumers and professionals — architects and designers. Anthony sought to encapsulate this into a new message and look so their brand was seen as railing experts — not just a kitted vinyl supplier. After exploring their brand through Anthony’s Brand Position Pyramid, we concluded a few things:
THEY’RE ENGINEERS
THEY MAKE THINGS BETTER
THEY ADD TO THE SAFETY
OF A HOME OR BUILDING
THEY MAKE HOMES AND BUILDINGS VISUALLY APPEALING
While the name Fairway held a lot of weight in the market, there needed to be a way to communicate that their smart, safe, and beautiful railing was more than vinyl. Queue: “Architectural Railing Solutions.”
Fairway Architectural Railing Solutions engineers the
smart, safe, and architecturally significant
railing systems that make buildings beautifully sound.
“I’m excited by the powerful direction our new messaging and brand are bringing to Fairway. We’ve spent over a year developing our plan and refining our focus, all solidly positioning Fairway Architectural Railing Solutions as the most important and experienced domestic railing solutions provider for residential and commercial applications.”
Greg Burkholder, CEO
SHOUTING IT FROM
THE MOUNTAIN TOP
The new brand launch was simple: roll it out at Deck Expo Live. A simple idea. However, the components utilized for the show needed to be significant and smart. We’re talking new booth, new apparel, tchotchkes, marketing materials, VR technology, and a party for employees and media at the end of the show.
THE BOOTH
Inspired by Frank Gehry, the booth twisted to show materials they spent years working to accumulate. Concise samples of their vinyl, composite, metal, and design-build options were showcased along both sides of the booth.
VIRTUAL REALITY
We wanted people to see the various railing options in use. The VR gave the user an opportunity to move through different environments and homes to design their space with Fairway product offerings.