Old vs New
We took their very generic brand and gave it personality and sophistication. With a very fitting new tag line "where luxury takes measure."
BRANDING. WEBSITE. MARKETING.
COVERS & ALL
Covers&All operates as a brand within the Group Bayport portfolio. As the brand expanded, it sought to target a distinct market segment as the lead provider of high-quality, tailor-made covers for outdoor furniture and equipment. By utilizing a specially designed measuring tool available on their website, customers can accurately measure their items to ensure a precise fit for their covers. This innovative approach distinguishes Covers&All from its competitors, who primarily offer standard, pre-made solutions for protecting outdoor areas.
PROJECTS INCLUDED
Brand Strategy, Logo Design, Corporate Identity Materials, Brand Guidelines Development, Voice and Messaging Strategy, Website Redesign, Marketing Strategy, Campaign Creatives
INDUSTRY
Outdoor Spaces
ROLE
Creative Director
YEAR
2020
In 2016, Group Bayport embarked on a mission to improve the protection of outdoor environments, ensuring resilience against diverse weather conditions and environmental challenges. They introduced innovative manufacturing methods and employed advanced technical fabrics that are completely waterproof, UV-resistant, tear-resistant, and abrasion-resistant, resulting in high-quality covers that can be fully tailored to individual needs. Their commitment to quality is evident in the hand-sewn, double-stitched seams, which ensure durability in every product. Nevertheless, the brand identity did not reflect the superior quality of their offerings.
In 2020, Covers&All reevaluated their strategy and adopted new marketing approaches to revitalize their brand and enhance their market presence. Our team spearheaded the rebranding efforts, crafted new marketing campaigns, and revamped the website. During the initial year, we launched new marketing initiatives that achieved record sales of $2-3 million monthly for Covers&All, while also tripling email open rates and quadrupling click-through rates. Simultaneously, we progressed with other rebranding projects, targeting a launch in the summer of 2021.
Website REDESIGN
Cover&All's website redesign aimed to enhance the user experience while emphasizing a sense of luxury. A crucial aspect of the rebranding effort was to feature new photography that highlights the seamless transition from indoor to outdoor living, along with fresh illustrations of various patio furniture styles to illustrate a tailored fit for every product.
