MARYGROVE AWNINGS

Residential Awnings | Livonia, Michigan

Marygrove Awnings: From Product to Lifestyle Brand

The Situation

A Michigan known company ready to take on the nation.

With ambitions to become a nationally recognized brand and appeal to a younger audience, Marygrove Awnings realized their current positioning wasn’t built for growth. Together with our partners at Element5, we immersed ourselves in the Marygrove world by uncovering opportunities to evolve from a product-focused company into a lifestyle brand centered around the experiences that happen under the awning.

The Work

We transformed a 50-year legacy brand by shifting focus from what they sell to why it matters.

  • Brand Workshop: Led a 6-hour session with leadership and sales teams to uncover challenges across departments, assess industry opportunities, establish new core values, and define brand personality.

  • Brand Identity + Management: Guided development of the new visual identity, photoshoot, and video shoot—ensuring all creative assets aligned with the lifestyle positioning.

  • Customer Journey Review: Audited every stage from acquisition to retention and developed on-brand recommendations to enhance the experience, including a new referral program strategy focused on post-purchase engagement.

  • Sales Enablement: Revamped the customer-facing brochure, Marygrove’s key sales tool, aligning it with the new narrative.

  • Brand Promise: Created the tagline and brand promise “Life. Outside.” to capture the emotion and purpose behind the transformation.

The Results

The rebrand debuted with a successful launch at the Detroit Thanksgiving Day Parade, generating strong community and customer response.

  • Sales teams saw a notable increase in conversions when shifting to lifestyle-based messaging.

  • Marygrove exceeded their 2024 sales goal by 43% and achieved their 2025 goal by August.

  • The brand is now positioned as more than an awning company, it’s a symbol of outdoor living and connection.

Rebrand Strategy

Brand Management

Retention Strategy

Sales Brochure Overhaul

Creative Direction

Design Support

Trend Reporting

Customer Journey Enhancements

Business Messaging

Photoshoot and Videoshoot Direction

Old vs. New

The original logo, designed by the owner in the 1980s, was well-known locally but felt dated and limited the brand’s growth potential.

The new logo is fresh, approachable, and built for longevity—modern enough for new markets while still evoking the outdoor lifestyle at the heart of Marygrove.

FROM THE BRAND BOOK

Cover page with the title 'Life. Outside.' showing a man and young girl relaxing on a hammock outdoors with trees and a house in the background, and a teal text box with additional information.
A page titled 'Brand Pillars' displaying a list of core brand attributes in colored blocks. The attributes include 'Internal Culture First,' 'Heritage Meets New Era,' 'Create a Sharing Community,' 'Diversity-Minded,' 'Lifestyle Brand that Lives Beyond the Product,' 'Align with Consumers’ Sentiments,' 'Inspire Desire,' 'Exceptional Customer Experience,' and 'Make a Bold Statement.'
A group of smiling people celebrating at a dinner party, with candles and wine glasses, in a warmly lit setting with string lights and decorated tree in the background.
A family enjoying an outdoor gathering around a fire pit at night, with warm lighting and lush plants in the background.

BRAND IMPLEMENTATION

Two young girls celebrating outside wrapped in American flag towels, holding sparklers, smiling, with a black house and greenery in the background.
Logo of a company named Marygrove, featuring a stylized green emblem and the company name in black, along with branding elements for Marygrove awnings, including text and logo variations.
Two sets of branding tags for Maryjane, one on a wooden surface and the other on fabric, featuring a logo with an abstract mountain shape and the text 'maryjane' in lowercase.
Display of four Marygrove installation apparel items: a black polo shirt with Marygrove logo, a dark green T-shirt with Marygrove awnings logo, a teal T-shirt with Marygrove logo, and a dark gray T-shirt with Marygrove awnings logo, on a digital presentation background.
Marygrove sales apparel kit featuring black polo, quarter zip and mint polo in black, turquoise, and black with models wearing each piece.
Homepage of Marygrove website showing outdoor patio with two people, a woman and a man, sitting at a table, with a house and trees in the background.

The Sales Brochure

We met with a salesperson who walked us through their process as if we were a customer. This allowed us to infuse the new brand platform not only into the brochure, their key sales tool, but also into how the story of owning a Marygrove Awning is told during every pitch.

Below is the centerfold of the new brochure.

Collage of people celebrating outdoors and indoors with food, grilling, children playing, and a cake, emphasizing gathering and family moments.
Collage of outdoor scenes including people relaxing, socializing, and exercising on a patio or balcony, with green trees and houses in the background, promoting comfort and relaxation.

SEE MORE OF OUR WORK

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Cosmetic surgery advertisement featuring a woman in white lingerie with her back facing the camera, with the text 'illuum COSMETIC SURGERY' and a stylized sun icon.
Logo for Gatsby Cannabis Co., featuring a gold stylized G and the company's name on a dark green background.