Synopsis
What the third-generation, family-owned and operated GL Veneer had going for it was genuinely-rare expertise and experience in the wood veneer industry. Backed by a 200,000 sq. ft. warehouse filled with one of the world’s most extensive and exclusive collections of wood. They could also claim a storied history—from supplying the architectural plywood for the first JBL speaker cabinets and decades of Steelcase furniture, to being the veneer of choice for five-star Vegas casinos, Apple stores, and UCLA’s Pauley Pavilion renovation. What GL lacked was any semblance of a brand beyond decade’s old relationships and dwindling word-of-mouth awareness. They had never worked with advertising professionals. Weren’t telling the right story to the right audiences. And weren’t leveraging the power of the internet.
My partner and I changed all that. We evolved them from a “push” to “pull” marketing strategy. Positioned them as wood connoisseurs, not just veneer suppliers. Elevated awareness of their tribal knowledge and elite inventory. Redesigned their logo. Contemporized their look without compromising their heritage. And helped turn their antiquated website into a retail powerhouse.
Brand Poster
We’re a tribe of wood people. And this is where our tribe is from. Where the first JBL speaker cabinets were made. Where the walls for the new Pauley Pavilion were created. Where you’ll find the largest cache of ebony in America. And three generations of passion—for wood. This is a collection. Of wood, experience, knowledge, and ability. This is where we love to be. Where we transform the most amazing natural resource into the most amazing new things—full of character, warmth, and soul. This is home. This is GL Veneer.
Website
Buyer-friendly filters make online shopping a breeze
Despite supplying premium wood material for the hippest, smartest, trend-setting brands and clients in the world, GL’s previous website was so antiquated, it looked like it was still hosted on CompuServ. A clean sheet overhaul—from UX/UI to look, feel and tone—we redesigned the site to be as approachable as the projects their wood is used on. Then optimized it across all devices. Affiliating them with the aspirational brands they’re spec’d for elevated the GL brand among architects and designers. Equally important was highlighting their dedicated stewardship of the environment and natural resources. From a retail standpoint, the site also needed to be intuitive and easy-to-use, but still a powerful sales tool. The “filtering” capability we added makes finding the material customers want simple and buyer-friendly.
In the first 6 months after launch, sales grew 20%. With another 50% growth forecasted for 2019.
Trade Show Brochure & Post Cards
After a 15-year absence, GL Veneer was heading to Vegas for the biggest industry show of the year. Effectively the launch site of their new brand, they needed a spectacular piece to mark the occasion. This oversized, premium-quality, 16-page brochure was the crowd-pleaser we’d envisioned. And now resides on coffee tables all across the country.
Intro Spread copy:
It’s tough to say what’s more gratifying. Giving trees a second life or seeing where that new life takes them. Nordstrom and Prada, The Gap and Guess. Google’s headquarters and Apple’s stores. The Cosmopolitan Hotel on the Vegas strip, the Hilton Grand Islander on Honolulu, and the Starbuck’s on nearly every corner. The first JBL speaker cabinets and Arbor snowboards to the locker room in UCLA’s new Pauley Pavilion.
Since 1977, we’ve been heartened and humbled by the people who’ve chosen GL Veneer materials. We’d be honored to be your choice, too.
Inventory spread
Sustainability spread
Capability spread
This series of post-convention post cards extended the exposure of the GL’s new brand, creating a follow-up customer touch point that compounded the impact of their new look, feel, and message.
Leading the industry in the most responsible management of the earth’s resources is a role GL Veneer cherishes. Leveneer, architectural plywood, live edge slabs — every GL product meets FSC standards and LEED certification. Learn more about our dedication to the environment at the all-new gl veneer.com. And follow us on Instagram and Facebook.
This is a collection. Of experience, knowledge, and ability. Where we transform the most amazing natural resource into the most amazing new things — full of character, warmth, and soul. This is home. This is GL Veneer. Take a walk through the modern forest at our new website — gl veneer.com And follow us on Instagram and Facebook.
There’s a fresh, new 200+ species forest growing on the internet — at glveneer.com. Visit our all-new, totally redesigned website and get never before glimpses inside our vast warehouse. Read incredible tree stories. Meet our tribe of wood experts. Shop our entire inventory with specs and prices for every species — all at glveneer.com. And follow us on Instagram and Facebook.
20 million sq.ft. of veneer. Stacks of kiln-dried slabs. And logs from all over the world. In all, a stunning array of more than 200 species. All easy to review, price, and spec on our new, customer-friendly website. Have a look around at glveneer.com. And follow us on Instagram and Facebook.
The GL Rating System
GL Rating “Mark of Approval”
To leverage GL’s unmatched expertise and make their name synonymous with “connoisseurship” in the industry, we created the GL Rating System—emulating the common rating system Robert Parker invented for wine. We just did it for logs, veneer, and live-edge slabs. And in the process created a new branding tactic by attaching GL’s name to every iteration of the system. Including a designed “mark” with each rating grade contained within a graphic “G,” a device to be incorporated into messaging to promote specific trees and veneer sheets in print, digital, even crafted tags included in veneer and wood orders. All of which helps customers distinguish quality, even between cuts of the same species. With familiarity and usage, the aim is for the entire industry to adopt the GL Rating System—making GL a household name the way Robert Parker has become for wine.
GL Rating examples for different species
Tag included in product shipments
Digital ads, social posts, printed elements—GL Rating System grades can be readily applied in any medium to promote specific products and the GL Veneer brand overall.
Specialty Items
Always looking for compelling ways to get the attention of decision makers on huge, even billion-dollar projects, GL’s sales team wanted some premium items to help set them apart and open doors for cred pitches. Cool thing is you can veneer anything—even a football helmet to send to L.A. Rams owner Stan Kroenke, who happens to be building a brand new stadium. We also designed a premium coffee table book as a leave behind piece. A chronicle of GL’s globetrotting adventures in search of exotic logs and wood, we designed the book as a modular piece, allowing GL to customize each printing with stories and imagery most relevant to a prospective client’s project and design narrative.
GL Sponsored "Tiny House" Architectural Design Contest
Architects. No other group holds greater sway over the decision to use veneer and where to buy it. Making it vitally important to get GL Veneer’s name—and product—in front of them. Especially young architects and architectural students with long careers ahead of them. Which lead to the “Tiny House” concept, a GL-sponsored contest challenging entrants to design and build a dollhouse incorporating free samples of GL material. GL would then announce and celebrate the winner online and through their social channels. And make a $25,000 donation in the winner’s name to a local children’s hospital. Afterward, GL would donate all the submitted dollhouses to children’s hospitals across the country for kids to play with while hospitalized for treatment. Creating noteworthy stories to be shared and growing awareness for the GL brand.
Social Media
The most effective social media programs reward followers with relevance, news, and/or unexpected insight—compelling reasons that drive them to your site (hello, SEO). Most anything else—ahem, vanity shots and self-important tidbits—generate passive interest at best or get tuned out entirely at worst. We helped GL Veneer both recognize and create content that gave people reason to pay attention. Like pics of newly completed projects using their products. “Name that Species” game challenges. Rare wood or species announcements incorporating GL Rating System grades. Insight into their sustainability efforts. And charitable events like the Tiny House project. All things to inspire design ideas or offer nuggets of insight to like and prefer GL Veneer.
Completed Projects
Company Culture
News & Promotions