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Technology & development

Granite Works Otten

Authentic family business with a modern twist


Granite Works Otten has been processing and placing natural stone with great passion for 65 years. To ensure the future, however, it was time to present a contemporary image. A new showroom was high on the to-do list, as was a professional communication approach. In 6 weeks time we converted Granite Works Otten into a strong and timeless brand.

Research by Trends shows that 3 out of 4 companies in Belgium have a family approach. They are without a doubt the backbone of our economy. Granite Works Otten fits perfectly in this picture: with the fourth generation on board and almost 65 years on the counter, it is a genuine family business. Father Ivan, mother Diane and son Kevin ... the passion is splashing. As with many family businesses, Granite Works Otten is fully engaged in securing the future. For example, a new showroom is currently taking shape. But a professional communication approach was also high on the list. And here we come into the story.

Graphic & digital design team logo

Graphic & digital design

Technology & development team logo

Technology & development

Marketing & communication team logo

Marketing & communication

Stone Age

The logo, the associated house style applications and information brochures date from more than 10 years ago. Counted in communication time: the stone age. Together with Ivan, Diane and Kevin we rolled up our sleeves for 6 weeks to give Granite Works Otten a contemporary and fresh look. The result? A powerful logo, catchy slogan, beautiful photos, lively Facebook and Instagram page, striking brochures and much more.

From the starting blocks

We started with an extensive kick-off meeting. For half a day we learned everything about Granite Works Otten: what their strengths are, what points for improvement are on the table, what the production and processing process of natural stone entails, how deliveries take place, a tour of the workshop... Based on this, we wrote an identity determination: a strategic note that we consulted throughout all subsequent steps. The challenge? In the future, Granite Works Otten wants to grow with sustainable, creative and custom-made indoor and outdoor solutions in natural stone.

Powerful, reliable and striking

The first week and a half was all about a new logo. Together with KASPAR, we went looking for a visually powerful and eye-catching logo that at the same time exuded reliability. You can judge the result yourself, but we are already very excited!

The grey-blue color is derived from the blue stone of Carrières du Hainaut, one of the absolute top brands of Granite Works Otten. The serrated edge symbolizes the raw stone slabs that they process with knowledge and skill into the desired application. By opting for capitals, the logo appears confident. The sober, clear typography makes the logo look reliable and sturdy, without being too heavy. Finally, due to its shape, the logo is recognizable from afar and easy to use from small to large format. The baseline 'Creating dreams in stone' summarizes well what Granite Works Otten wants to achieve: realize the dream kitchen, bathroom, staircase or ... of their customers and this in natural stone. You can use the baseline separately from the logo, but it always remains visually linked to it through the same font.

House style applications and visual material

During weeks 2 and 3 of our sprint, we took a closer look at Granite Works Otten's house style applications. A flyer, two brochures, presentation folder, site signs, banners, business cards, envelopes, letterheads, truck stickers and a lot of administrative documents (from quotation, delivery note, order form, work order to invoice) were reviewed. We called in a professional photographer to visualize ten references, together with the production process and installation. You can read why good images are crucial in this blog . We also took care of the writing of the texts. We worked out a number of creative proposals for each house style application. Granite Works Otten now has all the necessary means of communication to present itself professionally and modernly.

Professionalize online communication

For the next 2 weeks we switched to the online communication channels. After all, today's consumers like to obtain extensive information online before they even take a step towards a store or showroom. The existing website was given a minor makeover, we professionalized the Facebook, Instagram and Pinterest pages and they are filled with fun posts. We drew up a content plan for the coming months and launched the first advertisements. So be sure to follow them on these social media. We bet you come across beautiful things that give you ideas for your (re)construction(s). Finally, we performed a keyword analysis (read: how people search on Google for the products that Granite Works Otten sells). And linked a real Adwords campaign to this.

Exciting launch

In the last week we tied up all the loose ends, ordered the first print, put the content plan into action and … prepared the launch. An exciting moment for us and for Granite Works Otten. We are not only proud of the (re)branding, but especially grateful for the 'excellent' collaboration with Ivan, Diane and Kevin. We wish them every success!

Are you looking for the right partner for your website or branding? Feel free to contact us, we will be happy to help you!

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Charlotte Simons


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