Leading interior furnishing brand connects the B to the C
Overview   Established in 1983, the Goodrich Global brand has grown to become synonymous with trend-setting wall coverings. A clear market leader, Goodrich boasts a strong presence throughout the region, with over 30 regional offices and Goodrich Galleries located throughout 8 countries including Singapore, China, Hong Kong, India, Indonesia, Malaysia, Thailand and United Arab Emirates.

Challenge   Having undergone through rebranding in 2004 targeted at their core business customers, Goodrich was quickly setting footprints throughout the region. In the midst of rapid growth, the brand was faced with new challenges that needed to be addressed. Identifying the void, It wanted to penetrate deeper into the end-consumer market. Another key challenge was to elevate on its brand equity so as to integrate its total suite of interior furnishing solutions including Carpets, Fabrics and Floorings. This meant the need to re-crystallize the group's positioning, its brand portfolio model and what it stood for, beyond the wall covering labels under its distribution.

Solution   Culling insights from stakeholders, Ukulele noticed gaps and disparities existed in its current DNA. We quickly then unravel a new method to re-tell the Goodrich brand story. This paved the way for the new strategic roadmap, and for the brand to better engage the urbanite home owners, as well as the interior fraternities. Underlying it was the brand concept of 'Your Cover Story', in which underscores the power of individual expression, to engage the consumer to re-imagine and re-create their space, to tell their own story. To achieve brand synergism, Ukulele refreshed and aligned the entire suite of brand identity and visual communication touch points, both internal and external. The new brand launch took place under the stars at the Goodrich Gallery with much fanfare, a key event where every creative figment of 'Your Cover Story' was dramatically introduced.

Goodrich Global is a two-time 'Distinctive Award' winner of the Singapore Promising Brand Awards, and the proud recipient of the Enterprise 50 Award.

Brandscope   │ • Brand Analytics • Brand Strategy • Brand Story • Brand DNA Blueprint • Brand Architecture • Brand Identity Expression System • Brand Communications • Brand Environment • Brand Culturalization