BACKGROUND / CHALLENGE:
Since its inception nearly four decades ago, ES Windows has emerged as a leading figure in window design, manufacturing, and installation. Over the years, their reach extended beyond just windows as they ventured into comprehensive architectural solutions, creating some of the world’s most impressive vertically integrated window solutions. With an industry reputation for excellence and quality, and huge market growth, ES Windows needed a new brand aligned with its expansive offerings and global ambitions.
To better represent the multifaceted entity that the company had become, ES Windows sought the expertise of WANT Branding to help revitalize the brand ahead of its 40th anniversary. The primary objective was to develop a brand that retained the company’s legacy while amplifying its transformed identity to its global clientele.
In the initial phase, WANT Branding embarked on an extensive interview program with key stakeholders and clients of ES. These insightful discussions revealed a clear sentiment: ES had evolved beyond its ‘Windows’ moniker. In response, WANT Branding recommended a succinct transition—from “ES Windows” to the more encompassing “ES.”
This transformation took visual form in a sleek, contemporary logo, perfectly capturing the brand’s broadened scope. A comprehensive brand and style guide was created to support this visual shift, establishing harmony in all brand communications and touchpoints. Brand architecture and naming guidelines were also developed to further guarantee consistency across the new brand.
WANT Branding further elevated the brand with a suite of activation materials for ES. This included a compelling corporate video tracing ES’s growth, milestones, and vision for the future. Complementary assets like a 30-second commercial, billboards, magazine advertisements, and three corporate brochures echoed ES’s renewed brand.
Utilizing WANT Branding’s efforts, ES transcended a mere name change—it underwent a complete brand metamorphosis. This rebranding strategically placed ES at the forefront of glass and architectural solutions, moving past its earlier window-focused identity.
This revamped brand voice has struck a chord with established clients and prospective partners, underlining ES’s commitment to crafting unmatched window solutions for years to come.