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.

window product with cutaway to see construction

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.

Miter Brands positioning, United in purpose. Driven by Excellence

Miter Brands positioning, relentless pursuit of 100 percent

Miter Brands positioning, Growing Stronger Together

Miter Brands positioning, Business is Always Personal

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!

Miter Brands color palette red and black

Miter Brands color palette gray and blue

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.