How to guide a sub-brand through a group-wide rebranding without losing its identity?
Implementation and communication of the Lafrentz Home rebranding
Lafrentz Home is a Polish brand operating within the Lafrentz Group. They specialize in comprehensive, “turnkey” interior renovation and finishing services. This includes everything from concept and design to the final handover of the space. The brand draws on over 30 years of experience in the construction industry. It aims to change the perception of renovations as a stressful process. They achieve this by offering professional advice and a dedicated project manager at every stage.
What challenge did the company face?
- The Lafrentz Group underwent a comprehensive rebranding process based on a strategy developed by our team. This process aimed to organize and unify the brand architecture. The main challenge was to smoothly adapt all sub-brands to the new strategy.
- For Lafrentz Home (formerly: LafHome), this meant a name change and the creation of a new visual language that would maintain the company’s own identity as an expert in renovation and finishing services, while simultaneously fitting perfectly into a consistent, group-wide brand system.
How did we guide the client through the change process?
We created an action plan for the implementation and communication of the rebranding (both internally and to clients).
It included the preparatory phase as well as activities carried out after the premiere of the Lafrentz Group’s new identity. These activities included:
- creating recommendations for updating the mailing database,
- designing and implementing newsletter distribution,
- designing new graphic materials (door wraps, door hangers, workwear, catalogs, updating the brand’s CI),
- preparing a blog post and a rebranding communication strategy for the company’s social media.
Furthermore, we were responsible for the brand’s ongoing and comprehensive marketing support.
As part of this, we developed the company’s website, which we then refreshed two years later during a rebranding process.
- The refresh included both updating the design in accordance with the new visual identity and the sub-brand’s needs, as well as implementing new functionalities, such as an interactive catalog or the expansion and update of the offer.
- The entire project was additionally adapted to changes in Google algorithms (SEO and AIO), with a view to maintaining high effectiveness in online communication.
