Keep Pioneering

Keep Pioneering: Blending innovation with history

Northwest Harwoods, America’s largest hardwood lumber supplier, came to TWIST after making an acquisition that united a portolio of east coast species with their established dominance in trees grown in the west. The merger and expansion of product lines created the need to reposition the company’s brand. TWIST consulted on identity and built a suite of personas to inform brand strategy all centered around an idea we coined “Keep Pioneering.”

Brand Strategy to Campaign Creative and PR

The TWIST team built an integrated marketing strategy and an advertising campaign intended to get distributors and OEMs to appreciate their quality and their logistics while a separate campaign encouraged the design community to embrace particular species.

Influencing Design Trends Influences Demand

The TWIST public relations and digital strategy team identified and retained interior design influencers and placed editorial in trade publication to raise brand awareness and communicate brand eminence.