Sunworthy

We create and package a brand that sells

Borden, the dairy and glue company found themselves in possession of about a dozen wallcovering companies through the States, Canada and the UK.  In their re-organization, they’d tried to divest themselves of the division, with no luck. By the time they brought us in, their backs were near the wall. We were given a set budget and an outside time limit of four years.  If we could not make the division attractive enough in that period, for the amount of money allocated, the factories would be shuttered and the division closed. Period.

In about twenty-four months we designed and packaged the brand - from its Sunworthy name and logo, to a striated sales approach across every platform: from professional designers, to paint and decorating stores, to hardware stores and the big-box Home Depots.  We corrected industry-wide consumer mistakes, created powerful retail programs and displays that shipped and sold in the same boxes.  We developed a 24/7 installation hot-line that helped do-it-yourselfers from the measuring through the installation. 

We produced an award winning magazine campaign that showed home-owners how to meet the most ‘talked about’ decorating challenges with smart thinking, elbow-grease - and wallpaper!  Our parallel public relations campaign had Sunworthy mentioned, featured, profiled or highlighted in nearly every issue of every decorating magazine on the newsstands.

From a rag-tag group of disparate factories, we created the largest and most profitable wallcovering brand in the world.  It is rare that one can put a price tag on work that is, essentially, cerebral and strategic – even if we also create the pieces that fulfill the strategy.  But this time we could.  Close to a billion dollars.  Next Story…