At Cultivate, we thrive on helping brands evolve, and in January 2024, we embarked on an exciting journey with ProWood to redefine their brand. Known as a trusted B2B manufacturer of treated lumber, ProWood sought to expand its reach—shifting from a strictly trade-focused brand to one that also resonates with DIYers and homeowners. The challenge? Strengthening consumer recognition while maintaining their credibility with professional builders.
Understanding the Audience
Through our strategic partnership, we uncovered a unifying insight: whether it’s a seasoned contractor, a weekend warrior tackling their next DIY project, or a first-time deck builder, ProWood’s audiences take immense pride in their work. They pay attention to the details, choose quality materials, and build with longevity in mind. In short, they are the real pros.
Positioning ProWood for Growth
With this audience insight at the core, we wanted to position ProWood like this:
From that idea, the brand’s new tagline emerged naturally.
A simple, memorable phrase that not only connects directly to the ProWood name but also empowers builders of all experience levels to trust ProWood as their go-to material.
A Bold New Look
To bring this new positioning to life, we designed a modern, tough, and confident visual identity. The new ProWood logo embodies strength and durability, with wide-based letterforms that project boldness and resilience. A standout feature is the “W,” which is cleverly designed to resemble lumber planks forming a structure. Within it, a tree icon reinforces the brand’s connection to wood, while its branches subtly evoke a saw blade, tying back to the craftsmanship and industry expertise that ProWood represents.
Driving Awareness Through Multichannel Content
Beyond strategy and design, we’ve been actively developing content to support ProWood’s multichannel advertising campaign, including:
✅ Print & Video Ads to build awareness
✅ Digital Marketing Videos to engage DIYers and professionals
✅ Brand Storytelling that connects with both B2B and B2C audiences
This transformation positions ProWood for long-term growth—meeting customers where they are, delivering products they can trust, and inspiring them to Build Like A Pro.
Let’s Build What’s Next
This project represents exactly the kind of work we love to do at Cultivate—helping brands clarify their message, expand their reach, and connect meaningfully with their audiences.
Want to learn more about how strategic branding can elevate your business? Let’s talk. 🚀