LP Building Products - LP Building Products

The Company
Louisiana Pacific Corporation (LP) is a manufacturer of engineered wood building materials including OSB, structural framing products and exterior siding for use in residential, industrial and light commercial construction. From manufacturing facilities in the U.S., Canada, Chile and Brazil, LP products are sold to builders and homeowners through building materials distributors and dealers and retail home centers.

The Task
LP had a dense portfolio of sub-brands and endorsed brands, and relatively low awareness as a master brand. Louisiana Pacific (LP) and its logo were both confusing to the market. LP wanted to leverage its master brand and enhance understanding of its name and logo.

The Addison Whitney Solution

Research & Analysis
Addison Whitney initiated the project with an evaluation of the brand portfolio at the time. An internal and external analysis was conducted with input from various employees, suppliers and customers. 

Brand Strategy
Addison Whitney developed a brand architecture strategy that linked the LP master brand closer to key sub-brands and eliminated sub-brands with little equity.

A recommendation was presented to simplify the existing visual identity in order to make it more flexible for a variety of uses. The confusing visual icon was removed and the descriptor “Building Products” was added in order to solidify industry relevance. This streamlined look was then applied to all sub-brands and industry categories of LP. All sub-brands with established brand equity were integrated into the LP identity system. Equity was maintained through the use of key elements to avoid a disconnect with the consumer.

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