Marble Unlimited, (now Urban Quarry) is a privately owned and family-operated business known for its natural stone and Cambria Quartz products. As their business began to grow they realized that their brand no longer reflected the breadth of their offering, and that there was a need to realign the brand strategy with the new business strategy.
Based on revised positioning, Avenue developed a new name and brand identity. Moving the company from Marble Unlimited to Urban Quarry has injected a sense of sophistication, stature, and modernity to what was a more “utilitarian” and limiting name and look. We extended the look and feel to business cards, stationery and other print collateral.
We also took what was essentially 1,600 square feet of raw warehouse space, and transformed it into a unique showroom experience. Large, 15-foot slabs of gorgeous granite lean against white walls like art, while oversized, historical black and white canvases help to give a sense of history and appreciation for this beautiful natural material. This award-winning showroom feels like a New York loft, complete with a fireplace and modern leather chairs.
An informative website, geared to the both the trade and consumers was designed featuring user-friendly navigation and an updated design consistent with their new brand look and feel. An informative site with a resource library containing FAQs, a glossary of terms and their countertop installation guide are included. The site also features a news section that feeds onto the homepage, an expanded gallery of images, and a powerful “locate a showroom/dealer” database to help consumers.
Avenue also planned and executed two elegant and memorable trade events, both held at the newly designed Urban Quarry showroom. The first well-attended event launched the new showroom, and the second event, held a few months later, introduced the new brand in conjunction with launching the 2011 Cambria Quartz Collection. Specially designed invitations introduced the spectacular evenings and all enjoyed gourmet food and specialty drinks.
An engaging video, shot during the Cambria launch event, features testimonials from the design and reseller communities. The video will be featured on their new homepage, to generate positive PR surrounding the Urban Quarry brand, their products and service offerings.
