Iron Gate
CHALLENGE:
Iron Gate Wine had created a scattering of different sub-brands for their various services over fifteen years. Non Agency was tasked to consolidate these into a singular visual identity and positioning that would elevate the brand while giving it room to grow in new directions over time.
SOLUTION:
Replace the various sub-brands with, simply, Iron Gate. We built the brand around the company’s leadership position in Canada, and a shared passion for wine that spans across Iron Gate’s wine customers, business partners, employees and others. A simpler brand structure allows them to expand their brand into new directions as long as it continues to tap into that shared passion.
A brand built around a shared passion
A passion for fine wine requires a significant amount of knowledge, time commitment and money.
But for wine collectors, everything they put into their passion is worth it. We tapped into this insight to create a new brand positioning that connected with this mindset – while declaring Iron Gate as Canada’s leader in fine wine collector’s services.
A brand playbook to set up a growing future
We created a document that included all aspects of the new brand positioning and visual identity.
This brand playbook covered tone & manner, visual guidelines and more – setting up Iron Gate for successful on-brand executions for years to come.
A premium website for a sophisticated customer
We re-structured and rebuilt Iron Gate’s website to reflect their more singular, more premium positioning while still providing a comprehensive introduction to their wide variety of services. It needed to easily incorporate the functional needs of live auctions, inventory systems and more.
A benefit auction brand that feels the same, but different
Because Iron Gate often holds fine wine benefit auctions with slightly different offerings and requirements, we created a complementary brand that could sit alongside the masterbrand – while being just differentiated enough to provide clarity for collectors and donors.
