Avenue x PGTi

2020 In Review

01

Overview

A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions and competitive environments. Here at Avenue, we conduct a very extensive research and work closely with our clients to help them identify key values, company culture, and visual languages.

 

01

When Avenue Media was approached to PGT, CGI and CGIC website, we conducted extensive research and created brand strategy for each of these brands (less so for CGIC since it was done during a process of transition). Here are some of the pain points we identified at the time for each brand:

 

 

PGT in 2020

•   Focused more on professionals; our goal was to position it so that it appeals more to homeowners: families in particular 

•   Outdated design

•   Clearer sales proposition; even though there’s a great brand recognition due to PGT’s reputation in Florida, the mission wasn’t clear

•   Position PGT so that it’s not in competition with CGI (even though they were competing brands before the acquisition) 

•   Reach the consumers (homeowners) directly and become a valuable resource for them so that there’s a connection between PGT and the consumer vs dealer and consumer

 

 

CGI in 2020

•   Focused more on professionals; our goal was to position it so that it appeals more to homeowners: families in particular 

•   Outdated design

•   Clearer sales proposition; even though there’s a great brand recognition due to PGT’s reputation in Florida, the mission wasn’t clear

•   Position PGT so that it’s not in competition with CGI (even though they were competing brands before the acquisition) 

•   Reach the consumers (homeowners) directly and become a valuable resource for them so that there’s a connection between PGT and the consumer vs dealer and consumer

 

 

CGIC in 2020

•   Focused more on professionals; our goal was to position it so that it appeals more to homeowners: families in particular 

•   Outdated design

•   Clearer sales proposition; even though there’s a great brand recognition due to PGT’s reputation in Florida, the mission wasn’t clear

•   Position PGT so that it’s not in competition with CGI (even though they were competing brands before the acquisition) 

•   Reach the consumers (homeowners) directly and become a valuable resource for them so that there’s a connection between PGT and the consumer vs dealer and consumer

 

 

02

Timeline

In order to accomplish this website re-design, we had to understand
who PGT is as a brand and what problems is PGT solving for
customers. On the following pages, you can learn more about our process and all the components necessary to even begin designing a website.

02

03

Results

Brand attributes are the core values that define the overall nature of the company and represent the essence of the brand. They give an exceptional and distinctive competitive edge to the brand as compared to its competition in the market and they solidify a brand’s identity and the way consumers perceive it and remember it.

03

04

What's next?

A consumer profile is everything a brand needs to know about the people they want to buy the products. It is an interpretation of data that gives us information on consumers’ desires & needs, lifestyle, purchasing habits and reasons why they choose PGT, and if not – why they should.

04

Age

Most of PGT consumers fall within the group 65+. The goal for this repositioning would be to target younger families, age 35-45.

Gender

When it comes to gender, there seems to be a pretty even split between male and female audience.

Location

WHO IS AMY?

•  moved to Florida 5 years ago
•  recently married
•  a dog-owner
•  enjoys outdoor activities
•  passionate about DIY home improvement projects

CANDACE’S PRIORITIES

PRIMARY WEBSITE FEATURES

• Homeowners/Get Started
• Sentinel Collection Page
• Impact Benefits
• Blog
• Why CGI

HOW AMY SHOULD FEEL AFTER THE PURCHASE:

We’re super excited about starting a new chapter as a family. Buying our first home is a big commitment that got us very stressed out. We want to make sure we’re responsible with our money and we’re looking to get all the benefits at an affordable price.

Amy L, 32

HOLLYWOOD, FL

Consumer type: Homeowner

Product line: Sentinel

Amy recently got married and she purchased an older home in Hollywood, FL with her husband. They’re looking to update it with brand new impact windows. They’re looking for options that have retro-fit advantage and that are also air-tight and water-tight. They’re hoping that this upgrade will increase their energy efficiency, protect them during the hurricane season but also modernize the appearance of their home.

HOW AMY WOULD FEEL BEFORE THE PURCHASE:

“ We’re super excited about starting a new chapter as a family. Buying our first home is a big commitment that got us very stressed out. We want to make sure we’re responsible with our money and we’re looking to get all the benefits at an affordable price. ”

05

Website Redesign

Challenges:
• unclear positioning
• non-optimized user experience
• focused on professionals instead of homeowners
• low conversion rate
• no system to track leads

05

Wireframes
Wireframes are the “sketch” of a website. At this stage, we are understanding what the content should be and how it should be organized, as well as what would make the smoothest user experience.
High-res mockups

High-res mockups are focused on graphic design and making the site stand out visually. Once completed, these are very close representation of what the finished product will look like.

SPECIAL FEATURES

Here at Avenue we love to innovate whenever that’s appropriate for the project and it enhances the user experience. In this case, we created a custom-made 3D configurator that allows website visitors to preview different variations of the product, and see exactly what these configurations would look like in action.

Click the image below to visit the 3D configurator page.

06

Results

pgtwindows.com

•   Brand Clarity
•   Easy-to-navigate website
•   Enhanced user experience
•   Fresh and relevant design
•   Better understanding of products
•   Competitive edge in the market
•   Higher conversion rate

06