Retail Observer

RETAILOBSERVER.COM OCTOBER 2016 64 T he National Association of the Remodeling Industry (NARI) announced a big change with the launch of its new branding and industry-wide tagline. Much more than a logo update, rebranding has created a system of expression that galvanizes NARI's 6,000+ member-companies, cements the value of NARI's programs and services and telegraphs externally to consumers a brand promise that emboldens the value of remodelers to homeowners and communities. NARI Board Chairman, Judy Mozen, notes "Rebranding NARI represents an opportunity to address three strategic outcomes. One, activation and growth of NARI's membership. Two, market development and prosperity for our members. Three, increased member value and participation in NARI's programs. Demonstrating NARI's new brand externally to consumers is where this initiative gets really exciting. Our rebranding elevates the remodeling industry and our members to the market place. We are proud of the fact that we now have a clear position and messaging statement to the industry and consumers that's second to none." NARI CEO Fred Ulreich adds "NARI hasn't rebranded in 33 years. 2016 represented an extraordinary opportunity to revitalize the industry brand and communicate a promise to consumers of what they can expect from NARI members. NARI took nearly one year to plan this important leap forward. We elicited feedback from our members, chapter leaders, board of directors and staff to chart a new course for the remodeling industry. The process revealed that NARI not only owned the word remodeling but needed to capitalize on what our members do. Remodeling Done Right™ communicates both who we are as an industry and the professionalism, leadership and skills NARI members bring to every project. It also sends a clear message to consumers to build trust and why work with a Certified NARI remodeler." NARI enlisted the assistance of Chicago-based agency, McKenna Design Group to partner on the rebranding. Warren McKenna, principal, shares the meaning of the new NARI branding. "The new identity is a fresh view on the past logo mark with a bold vision for NARI's future. The new brand identity and tagline have B.U.M.P. – they are believable, unique, memorable and proprietary. McKenna updated the blue colors to be more dynamic and engaging. The typography is more current and timeless. The gabled roofline represents communities across the U.S. NARI members serve. There's a slightly bolder point above the A and R demonstrating NARI's upward strength of the association and its residential and commercial remodelers. NARI acronym signifies the walls, new building products, remodeling process and member craft in remodeled spaces. Remodeling Done Right™ captures the essence of what NARI members do. It's a messaging system that underscores this position to communicate directly to consumers and a deciding factor in why work with a NARI member. Professionalism, leadership and trust are what define NARI members. The new industry brand identity and tagline reinforce this bold vision. NARI LAUNCHES NEW BRAND AND PROMOTES REMODELING DONE RIGHT ™ Repositioned promise delivers more value to the industry, members, and consumers A S S O C I A T I O N N E W S RO

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