ProWood
Reposition ProWood to connect with DIYers while preserving its B2B credibility
ProWood is a leading manufacturer of pressure-treated lumber, trusted by professionals and DIYers alike for its performance and reliability. Known for its durability and versatility, ProWood provides the essential building blocks for decks, fences, landscaping, and beyond.
ProWood partnered with Cultivate to evolve its brand strategy and expand its reach beyond traditional B2B audiences. The goal: position ProWood to build stronger direct connections with consumers while preserving its equity among professional contractors and dealers.
ProWood’s legacy as a reliable B2B supplier was well established—but its brand presence hadn’t evolved to meet the expectations of a broader, more consumer-savvy audience. As interest in DIY and home improvement surged, ProWood saw an opportunity to become a household name with homeowners and weekend warriors without alienating the trade professionals who helped build its reputation.
To meet these ambitions, ProWood needed a bold repositioning and a unified brand system—one that could bridge the gap between pro-grade performance and consumer accessibility.
Our Approach
Cultivate worked closely with the ProWood team to reimagine the brand from the ground up, beginning with an audience-first strategy. Research confirmed a shared mindset across ProWood’s customer base: whether you’re a seasoned contractor or a meticulous DIYer, you take pride in your work and want materials that match your standards. These are builders who care—the real pros.
From this insight, we crafted a new brand positioning centered on “builders who work like a pro.” We then introduced a simple, memorable tagline that encapsulates the brand’s promise: Build Like A Pro
Visually, we overhauled ProWood’s identity to match the bold confidence of its message. The redesigned logo features strong, wide-based letterforms that communicate durability and reliability. The “W” forms a structure made of lumber, housing a tree symbol that doubles as a saw blade—an elegant nod to the product and the people who use it.
To bring the brand to life, we also created campaign content for a multi-channel launch, including video and print ads, brand storytelling, and digital marketing assets designed to build awareness and engagement with both new and existing audiences.
The Results
ProWood’s rebrand has made an immediate impact, refreshing how the brand shows up in the market and how it connects with its diverse customer base. The new identity strikes the right balance between rugged professionalism and consumer approachability—making it easier for customers to see themselves in the brand.
The “Build Like A Pro” message has resonated across channels, helping to drive stronger brand awareness and positioning ProWood for long-term growth. Early campaign content has already fueled successful advertising efforts and equipped the ProWood team with a cohesive, confident platform for everything from digital engagement to in-store displays.
