BRAND TRANSFORMATION AND GTM

Strategic marketing and go-to-market initiatives delivered for Whitesales — focused on brand transformation, product positioning, customer segmentation, and channel growth across the rooflight and commercial glazing sector.

Overview

Centred around a full-scale brand and go-to-market transformation designed to modernise Whitesales’ market positioning and strengthen alignment across both residential and commercial audiences. This included a complete rebrand of the business and product portfolio, evolving the identity from Em-Glaze to em.glaze alongside the development of the new “experience.brighter” brand platform.

Alongside the rebrand, work included redefining value propositions, refreshing brand messaging, and developing clearer go-to-market strategies across key customer groups including merchants, contractors, architects, homeowners, and fabricators. Additional initiatives supported the launch of new glazing product ranges such as em.glaze resi and em.glaze linked, spanning positioning, campaign development, customer-facing marketing assets, and broader commercial rollout activity.

From Brand Strategy to Market Execution

  • Brand Evolution & Repositioning

    VISUAL IDENTITY

    Led a full-scale brand transformation for Whitesales, evolving the Em-Glaze identity into em.glaze alongside the launch of the new “experience.brighter” brand platform. The work included refreshed positioning, visual identity evolution, messaging development, and alignment of the wider product portfolio to create a more modern, commercially differentiated market presence.

  • Value Proposition Development

    AUDIENCE POSITIONING

    Developed targeted positioning and messaging frameworks tailored to key customer groups including merchants, contractors, architects, homeowners, and fabricators. The work focused on aligning technical product benefits with the specific commercial priorities, workflows, and decision drivers of each audience segment to strengthen market relevance and sales engagement.

  • em.glaze Product Launches

    COMMERCIAL STRATEGY

    Supported the launch and commercial rollout of new glazing solutions including em.glaze resi and em.glaze linked. The work spanned launch positioning, messaging strategy, campaign development, customer-facing marketing assets, and sales enablement designed to support adoption across residential and commercial market segments.

Previous

Trinseo