Changes in business strategy have a complicated ripple effect on brand strategy. Ahead of a coast-to-coast merger of three separate appliance distributors, 50,000feet was brought in to create a new, consolidated brand. The result: Monark Premium Appliance Company—one of the largest names in luxury homes today.
Monark is more than a destination for premium home appliances—it is a way of life. Capturing the simple, elegant luxury of gathering with friends and family, of making the best meals and of shopping and exploring city or seaside, 50,000feet developed a lookbook that tells the story of Monark and the role it plays in the lives of discerning homeowners and designers alike.
Across more than 100 pages, 50,000feet designed a printed book that captures the breadth and depth of Monark’s selection and expertise. Custom photography shot by Maes Studio and Kristyna Archer, rich spreads of brand partner appliances and recommendations for getting the most out of the Monark lifestyle create an experience that further elevates the Monark brand and demonstrates its leadership within the premium appliance category.
In addition to naming and logotype, 50,000feet created the full suite of essentials for the brand—from letterhead to business cards to signage.
Part sales piece and part change management tool, the Monark brand book was conceived as a platform for revealing the new brand identity and laying out a long-term vision for the company.
To ensure the consistency of branded communications across platforms, channels and media, 50,000feet crafted the official brand guidelines for Monark—detailing everything from logotype usage and print layouts to imagery and brand voice.
We also developed a new website to reinforce a consistent experience from showroom to online. Featuring both mobile and desktop versions, the site's crisp, lux design is balanced with a practical UX relevant to trade and consumer alike.