How do you create a brand that delivers excellence from the inside out?



A transition of leadership to the third generation was the perfect opportunity for Lansing, a nationwide distributor of exterior building products, to update their brand to be more in step with where the company was going. Always honoring their history, Lansing continues their forward momentum through innovation, advanced technology, and the pursuit of growth.

Starting with Strategy

Lansing is known for their culture of respect, service and excellence and delivering quality products to the contractors they serve. Research showed that while the products were important, it was really the relationships and care that distinctly set Lansing apart. Our goal was to refresh an already well-established brand—maintaining their hard-earned equity while positioning them for the future.

What came next? Click through the steps below.



Internal and external research revealed a company focused on delivering excellence and translating that into a modernized brand.


Leadership Consulting

Conversations with the C-suite to understand Lansing’s vision and in turn support the initiatives that drive the company forward.


Logo Designs

An evolution of their existing logo to both create a new mark and translate it to represent the various products Lansing offers.


Brand Guidelines

Standards to help guide the consistent application of Lansing’s brand as their team grows.


Website Redesign

A revamp of Lansing’s digital presence to create tools needed for the team to communicate effectively with its employees, customers, and vendors alike.


Interior Office Design

An enhanced environment to celebrate the exterior products Lansing sells–bringing the exterior inside–and honoring those both on the frontline and in the warehouses.


Business Materials

Materials created to strengthen relationships within the company and connect those outside of Lansing to the company on a deeper level.

Branded Materials

Over the past seven years Lansing has experienced considerable growth both organically and through acquisition, and their marketing needs have evolved. With the successful launch of an e-commerce platform, a northeast headquarters constructed, and expanded national meeting, Lansing continues to raise the bar on how they deliver excellence–which inspires us to do the same.

Lansing History Video

Created for the launch of their new brand, this video features associates who are at the heart of delivering excellence every day.

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