Challenge
Weber hired UpShift as their agency of record in 2001 to oversee an important transition in their history: how do their modernize the brand without losing familiarity with the old, friendly logo? How do they present a brand that's is in-line with the premium position in the market? How do they establish strong brand standards to enter new vertical markets such as cookbooks, accessories, and grilling classes with a cohesive brand voice?
Solution
That's where UpShift came in. According to Weber's VP of Marketing at the time, "UpShift got us when our big agency partners simply didn't". UpShift was focused, energetic, and cost-effective at evolving its brand subtly yet effectively. We helped them enter new media channels such as social media marketing and retail displays. We modernized their logo without tossing out the kettle icon (as some on their team suggested).
Results
In short, UpShift worked with them across 9 years to prepare their brand for what it is today. Without us, the familiar kettle in the icon would have been scrapped. Without us, a cacophony of fonts and competing departments at Weber would have torn their brand in many different directions. Without us, they would have maintained a folksy, DIY brand image that did not align with their upscale pricepoints.
UpShift
UpShift is one of the nation's leading boutique branding and design agencies, specializing in multifamily real estate, hospitality, luxury consumer, healthcare, financial services, and B2B. With offices in Chicago and Los Angeles, we create integrated brand experiences across print and digital channels that empower all of your key deliverables with...
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