Mike Foti is the owner of multiple regional businesses across the Midwest related to the construction products and remodeling industry. Recent interest from customers outside of Mr. Foti’s stronghold on the markets of Cleveland, Columbus, and Cincinnati deemed the company pattern of market-centric naming for each new region of growth, which necessitated a new website and brand at every turn, untenable.
Kinopicz was able to see that a new, parent brand was the correct solution to simply, unify, and strengthen Mr. Foti’s business offerings while introducing both national growth potential and previously untapped cross-selling opportunities. Innovate Building Solutions’ brand captures the company values, products, and services that Mr. Foti’s empire has been built on, while being positioned to grow to a nationwide corporation.
To help explain this complicated transition, Kinopicz wrote and produced an accompanying welcome video that helps introduce the Innovate Building Solutions brand. Ensuring executive continuity, and citing expanded customer opportunity as a positive rationale for the brand launch, the piece also helps cross-sell products and services – an area that was also not being fully capitalized upon with the old myriad-of-isolated-businesses paradigm.
By providing strategic brand development, Kinopicz was able to help simplify Mr. Foti’s corporate structure – and turn his previously nine necessary business cards into one, no matter the location or subject of his business’ offering.
Client: Innovate Building Solutions