Northwest Hardwoods

Overview

Northwest Hardwoods, America’s largest hardwood lumber supplier, had recently expanded its portfolio through a major acquisition, bringing East Coast species into an already dominant Western offering. This created both an opportunity and a challenge: unify the expanded product family under a single, compelling brand story while elevating relevance with distributors, OEMs, and the design community.

TWIST was then brought in to reposition the company as more than a commodity supplier. The assignment centered on redefining Northwest Hardwoods as a coast-to-coast leader with a strong point of view on quality, beauty, and innovation.

Goal

Reposition the brand as “America’s Hardwoods Company;” align the expanded product portfolio under one brand; strengthen preference among distributors and OEMs; influence designers and architects.

Northwest Hardwoods logos and color palette

“Keep Pioneering” on orange background

Solution

TWIST began by developing a unified brand strategy and clear audience personas, ensuring the messaging resonated with distributors, OEMs, designers, and architects alike. From that foundation, the team built the “Keep Pioneering” platform, a story that blended Northwest Hardwoods’ heritage with a modern, design-forward expression of hardwood’s natural beauty.

The campaign elevated key species like Alder, reinforced the company’s coast-to-coast reliability, and positioned Northwest Hardwoods as a trusted partner to both industrial buyers and the design community. Public relations, influencer outreach, and digital content aditionally expanded awareness, while the redesigned website, collateral, and tradeshow environments created a cohesive identity across every touchpoint.