A new logo, tagline, sponsorship program, and overall vision are part of a national rebranding effort by the National Association of the Remodeling Industry. The updated look and approach were unveiled during the association’s Fall Leadership Summit held last month in Minneapolis.
The logo design features two intersecting roofs and a new color scheme and typography. A more subtle third roof is formed above the “AR” in NARI, a nod to the association’s community of remodelers. The new tagline is: Remodeling Done Right.
“[The tagline is] a clear, succinct statement of what NARI stands for, an irrefutable statement of what we can provide in the marketplace,” says Warren McKenna, president of Chicago-based McKenna Design Group, the firm that partnered with NARI on the rebranding.
Association leadership and members also responded positively to the tagline. “‘Remodeling Done Right’ communicates both who we are as an industry and the professionalism, leadership, and skills that NARI members bring to every project,” says NARI CEO Fred Ulreich. “It sends a clear message to consumers to build trust and why they should work with a certified NARI remodeler.”
Added Value for Industry Partners
The NARI rebrand comes at a time when the association is looking to offer more value to its 6,000-plus member-companies in part by increasing awareness among consumers.
One aspect of that goal is NARI’s updated approach to its industry sponsors. The redesigned partnership program has four-tiers—Bronze, Silver, Gold, and Platinum—for manufacturers, suppliers, multi-branch retailers, and others to gain access to the association’s national network. All four levels of membership receive a link on the NARI website, free attendance at NARI’s spring business meeting and fall leadership summit, and access to the group’s quarterly remodeling business survey and biennial member profile survey.
Silver, Gold, and Platinum partners also receive up to six email blasts, a number of local chapter memberships, a new industry partner spotlight in NARI e-communications, and up to six webinar presentations. Gold and Platinum members will be featured at NARI’s spring business meeting and fall leadership summit. Platinum member-partners also receive one-on-one consultations with NARI representatives. Partnership fees range from $1,500 to $25,000.
Image: courtesy NARI industry partner brochure
Better Messaging for Consumers
In addition to providing more value for sponsoring partners, McKenna predicts that the updated NARI brand also will resonate with consumers. The new approach has what he calls BUMP—it’s Believable, Unique, Memorable, and Proprietary.
The NARI rebranding was a year-long effort involving input and approval from NARI’s national and local chapters. “Our rebranding elevates the remodeling industry and our members in the marketplace,” said NARI board chairman Judy Mozen. “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.”