Putting the pieces together with an industry-leader in cabinetry solutions
Shenandoah Cabinetry, a popular brand available exclusively at Lowe’s Home Improvement, was ready to activate their recently refreshed brand. As their new marketing partner, we quickly elevated their messaging with a consistent, approachable look and feel across all channels, from the in-store experience to the digital experience.
Pro & Pro Express
One of our first challenges was connecting the ShenandoahPRO and ShenandoahPRO Express sub-brands with the rest of the Shenandoah product line. We developed a cohesive brand with shared typefaces, distinct messaging for each product line, and a brand book to ensure future consistency.
Shenandoah Social
It’s not every day that you get to create a social account from scratch. Our social strategy for Shenandoah Cabinetry was designed to reach homeowners along their research and inspiration journey. Since Instagram is perfect for product education, we planned virtual catalog flip-throughs using carousels. Pinterest serves as a place for style inspiration and trend leadership, showing off unique Shenandoah products that make followers say, “I want that in my home.”
Building out a style guide in Canva, we set up assets including colors, fonts, and logos as templates to facilitate easy content creation. Using the style guide as a foundation, we developed Instagram and Pinterest content to launch the channels.
Print Work
Like most manufacturers in the home improvement industry, print materials are Shenandoah’s primary method of delivering information to “deskless” partners and customers—like sales team members, Lowe’s designers, and build and remodel contractors—as well as homeowners browsing in-store.
Product brochures, including the annual consumer catalog and launch brochure, as well as supplemental information like the Shenandoah Pro brochure, gives Shenandoah customers the opportunity to keep print references on-hand while planning their renovation.
Across the print projects, we maintained a consistent brand look with personal touches in the visual treatments to reflect the approachability of Shenandoah designers—like hand-written style call-outs to highlight trending styles.
Website Updates
To finalize and improve an existing, unlaunched website, we audited the planned experience. Then we revised the design system for consistency, fixed functionality issues, and created new content. Then we supported the long-awaited launch. The updated site now differentiates their offerings and delivers an on-brand experience that is easier for all audiences to navigate. Additional planned updates include more UX improvements and educational content.
“It has been a pleasure partnering with the Hanson team, their extensive knowledge and experience is evident and as a client we have confidence in their ability to bring our vision to life.”
— Anna Elsea, Market Manager | Lowe’s MTO
Results
With over ~15 projects completed for Shenandoah Cabinetry in our first year of partnership, our work has helped to further establish Shenandoah’s role as a manufacturer of on-trend cabinetry solutions through targeted, consistent brand communication and an optimized web experience.
Our work on Shenandoah’s social accounts gained recognition from both Shenandoah’s followers and our industry colleagues. We were excited to be awarded a silver Addy by the American Advertising Federation.
