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Whirlpool Canada - The Appliance Pros

Branding Builds Trust

Challenge

While the Whirlpool family of brands have an exceptional level of satisfaction and trust, customers were choosing to go outside of Whirlpool to service their appliances once beyond the warranty period. BTI was charged with building a brand and a promise to help Whirlpool Service become the preferred and trusted service team.

Solution

Building a brand to communicate trust, confidence and reliability while aligning to the overall corporate brand promise was the opportunity. BTI developed the brand logo, positioning, tone, voice, character and look for the brand, and then brought it to life from the ground up including wearables, brochures, door hangers, magnets and vehicle graphics. All of these elements were held together by a unique design aesthetic consisting of a bold font, strong colours and metal bolt accents. Plus, a custom pattern was constructed from outlines of appliances.

Result

The rollout has been very successful with the new branding being used across a number of collateral items. The program being tested first in the GTA with plans to roll out nationally in the near future.