Years of brand and product evolution left Shenandoah Cabinetry with an in-store communication system that was visually inconsistent and often did not include complete product information.

Water Street conducted a communications audit to identify the issues in the field, and come up with a solution. The updated program separates the content into trends and evergreen categories, allowing for the minimum investment in print materials for each launch cycle.

The project included the development of execution diagrams and instructions along with recommended tools and materials to help sales reps and third-party merchandising teams to implement the changes quickly. The initial rebranding project came in under budget and was executed well within the original time projections. Shenandoah was able to update all store locations during one launch cycle, instead of the planned rollout over two to three product launches.

Over the years, changes in store footprints necessitated different sized door samples and different product configurations. Water Street developed a sophisticated data-driven design solution that allows for multiple print layouts that draw from a single source of content. Product names, codes, images, and Spanish translations are all updated in one parent location, creating an efficient system for product updates that reduce the opportunities for errors during layout and design.

The communication plan has held steady under aggressive product updates for several year’s worth of launch cycles. The data system now feeds several communication projects for the brand, continuing to deliver consistent content over many platforms.