Client: UHW | Campaign: Furnish Different!
Established in 1954, United House Wrecking became an outlet for all types of architectural salvage generated from the demolition of homes to make room for I-95 in Connecticut. Over the years, more home furnishings were added including new and reproduction pieces to complement the unique items. This created an identity crisis for the company – are they an antiques outlet or a furniture store? The solution was twofold – create a new identity and brand the company as an all inclusive source for fine furnishings as well as eclectic, one-of-a-kind items not found anywhere else. UHW became the new name for United House Wrecking and a new logo was developed to bridge the gap between the past and future. Next – TV, Print, and Radio spots promoted the transition along with a billboard campaign and new graphics for its fleet of trucks. Direct mail was added to the mix and continues to drive traffic to the store. An updated website is in the works. Already, store traffic is up – no small feat in the present economy and total sales have actually risen – a real bright spot in an industry that, like many industries, has posted declining sales. This campaign continues to enhance the image of UHW and has picked up some ACW awards in the process.