Glassopolis

Through research Yield Branding discovered that there had been a shift in how specialty glass was specified for buildings and who was responsible for the buying decision. Previously, architects had had full control on glass selection, but eventually contractors began squeezing glaziers and demanding lower prices so the glazier would have to re-spec.
We also learned that glaziers were typically under-serviced and under-appreciated mom ‘n pop operations usually receiving substandard customer service and slow payments from the glass distribution industry.

Based on this insight, we developed a business brand strategy focused on the glazier, creating functional imperatives such as 24 turn around on quotes, to emotional triggers that championed the glazier as the vital cog in the glass distribution funnel.

We started by creating a new name Glassopolis, meaning world of glass and developed an identity that celebrated the glazier as a heroic figure providing glass to their customers.
Given glaziers were not that tech savvy, most still used fax machines, we made the web site very simple and functional built around the quote application form and colour coded sections for different types of glass.

Budgets were small, so we convinced the client that the most efficient way to build awareness was through a single double page print spread in US Glass, the bible for the glaziers. The advertising was so successful that the magazine received numerous enquiries from glaziers about Glassopolis which prompted US Glass to write a cover story about the new company.