A dynamic path for a growing brand family

After several strategic acquisitions, MI Windows & Doors transformed themselves virtually overnight from a regional manufacturer to a national entity managing multiple brands. We developed a streamlined brand architecture that would help position them as a national player in the window category while retaining all the equity of their existing brands.

Miter employee working on a window in the factory

Strategy

the opportunity

Balancing brand equity and management is no easy task. MI tasked us to create a brand strategy to help unite their growing family of brands.

our process

Qualitative research helped us gain insight into leadership’s vision, and then a deep dive into what the biggest brands in the industry are doing right (and wrong) led to a crystal-clear path forward.

we delivered

A new, unified architecture and brand roadmap to help capitalize on their strong momentum as well as organize, unite and elevate their growing family of brands.

A name that evokes precision

The sharp new corporate brand needs a name to match. As an acronym, each letter of MITER is a cornerstone of their core competencies. And as a word, it stands for their devotion as a company to precision in manufacturing and service.

layered Miter window glass with a red background

map of the united states with red location dots

a winning dual brand strategy

Since Milgard was already well-known in the western U.S. and MI in the east, a dual brand strategy provided the perfect solution for bringing the two together. We helped them craft a similar look and feel to balance their business with builders and remodelers while keeping brand complexity to a minimum.

Check out our full brand redesign case study for MI and Milgard!

website

media

building a strategic content road map

After launching the new MITER Brands, we had one more major step to complete: bring their brands to life with a comprehensive content strategy. We hosted the MITER Brands marketing team at our offices for a collaborative workshop, and then got to work developing a living document that will guide and inspire their content across all platforms and audiences.