American Olean felt like there was a lot of equity in the brand and logo, but turned to Sq1 to guide them on the best way to evolve the brand without losing those familiar cues.

We conducted a major brand study to determine what was important to this complicated market and establish a clearly defined brand identity for AO. We were challenged to take the results of this study and develop a positioning statement – which ultimately led to a new tagline – that spoke to every segment (designer, architect, builder, contractor, even homeowner) in order to maximize incremental growth and expand market share.

surveys were conducted during the research period

We built on AO’s strengths and landed on “Freedom of Expression”. It implies customers can approach any project with assurance. It’s inspiring, empowering and motivating and evokes pride; pride for a design, for a project, for a showroom, etc.