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When they hired the agency I worked for at the time, Indiana Limestone had two different logos in use, no consistent brand standards in place, and they had just come out of bankruptcy, which had had a negative impact on their reputation. Leadership was busy repairing customer relationships while the sales team was combatting misconceptions among architects about natural stone vs cast stone.
I learned all about Indiana Limestone’s customers, products, and competitors, then created a marketing strategy that included a new logo and a new website. After that, I worked with my team to execute the strategy and enable sales.
As we worked to increase Indiana Limestone’s catalog of professional photography, I worked on editing existing photos to be more visually striking… like this one.
I recommended a new logo as a visual representation that things were different at Indiana Limestone, and their products were durable and aesthetically pleasing. The logo needed to appeal to three distinct audiences: Fabricators, Dealers, and Architects.
A slab serif font communicates strength and stability after the rocky period the company had endured. Three increasingly large blocks represent the range of stone color, business growth, and the renewed focus on quarrying and inventory.
“I worked with Jen and her team over a period of four years as we were looking to quickly increase our brand and product marketing presence/effectiveness. I enjoyed her honesty in sharing her views, her flexibility and openness to new ideas and unplanned opportunities, and her focus on the outcomes, not just the actions. Jen led her firm to deliver against annual commitments/budgets and made adjustments as needed to make sure we received good results from our marketing investment.”
– Matt Howard, President, Polycor West / Indiana Limestone
“We see hundreds of vendors. When Indiana Limestone walked into my company, our jaws dropped and we said these guys are the Yankees in their prime: they look the part, they talk the part, and they can play the part. Some people invest in marketing but their actual deliverable falls short of their new look. ILCO looks AND acts the part. That makes me want them to be our partner; when they look good, we look good too. They make us want to sell more stone.”
