Positioning a market leader to move downstream.
Velux
Situation
Velux, the undisputed leader of the roof windows and skylights industry, was developing a new strategy to extend their role in the value chain, establishing a closer relationship with consumers.
During this process it became evident that their brand, originally focused on their direct customers, needed to be repositioned to facilitate this.
Velux partnered with Quadric to identify the positioning strategy and identity that would drive long-term differentiation, preserving their brand heritage while transforming them into a more dynamic and consumer-relevant brand.
Solution
We collaborated closely with Velux's leadership team to develop and test positioning scenarios that could potentially achieve the repositioning.
The conclusion was a strategic shift from emphasizing the functional quality-focused attributes of roof windows to highlighting their transformative potential for spaces, incorporating emotional drivers into a previously rational value proposition.
In tandem with the strategic shift, the new positioning was brought to life in a revitalized brand identity, maintaining Velux’s original logo and heritage, while adopting a more inspiring and transformative aesthetic.
Velux’s mission was updated to reflect the new positioning, while marketing communications and agency briefs were re-oriented from functional to inspirational, broadening the potential market for home improvement, and encouraging consumers to transform their spaces.
The brand portfolio was simplified and expanded to include the services consumers required to facilitate their transformation process, and the website was updated to reflect this.
In summary, the project revitalized a well-known & highly regarded brand, ushering in a new era of growth and market prominence.
