Function: Rebrands Traco – A New Era in Windows Is Dawning Branding
Function: recently worked with Kawneer North America to usher in the dawn of a new age of windows, as we helped them develop and launch a new brand identity for their Traco division.
Last year, Kawneer parent company, Alcoa, announced the acquisition of Traco and the integration of Traco into the Alcoa Building and Construction (BCS) business unit as a division of Kawneer. To unite the two leading manufacturers, Function: developed a new logo and brand identity – one that respects Traco’s long history of innovation and demonstrates the promise of the future, while uniting it with the strength and passion associated with Kawneer.
The new logo transitions the company’s Statue of Liberty symbol to a fresh, highly stylized modern mark that evolves a piece of the past to convey the tremendous prospects for the company moving forward. The warm red of the logo as well as the gray and typeface, which are the same as Kawneer, provide a strategic bridge to both companies, aligning Traco with Kawneer visually.
To launch the new brand and logo, Function: worked with Kawneer on a four-pronged approach: marketing, public relations, advertising and internal communications. The new look of Traco was shared externally through eblasts, an interim website home page and tradeshow signage to be displayed at the Greenbuild 2010 International Conference & Expo. To educate media, Function: helped develop a press release targeted to specific media. Additionally, face-to-face meetings with key editors were scheduled during Greenbuild. Since the launch, Traco’s new logo and image have been featured in several advertisements in significant trade publications. Lastly, Function: developed promotional items and communications templates for the company’s internal announcement and launch.
The new Traco brand has been well received by both Kawneer’s internal and external audiences. Kawneer and Function: are continuing to develop even more communications tools to promote this new era in windows and communicate with customers and media at every level.
