WILLKI

The founders of the Willki brand entrusted us with the mandate to define the brand’s strategic positioning, undertake the naming exercise, and develop the visual identity of this new brand of innovative architectural stones. The challenge was to differentiate this new brand in a competitive market by highlighting the product’s ease of installation, thanks to a screw-in system with anchoring keys. This feature allows most individuals to carry out the work themselves. At the same time, it was essential to emphasize the exceptional quality of the stone and its final appearance, which evokes the work of a professional mason.

ANALYSIS AND STRATEGIC AXES

After a thorough market analysis, we developed Willki’s brand identity around three key strategies. First, we emphasized that the ease of installation, facilitated by the innovative EziKi anchoring system, does not compromise the product’s architectural value. Second, we translated the nobility of traditional masonry into a manufactured solution accessible to DIY enthusiasts. Lastly, we established the brand’s credibility by highlighting clear differentiators such as a patented system, proven durability, and a transferable 50-year warranty.

A JOB WELL DONE BY PEOPLE LIKE YOU

As part of the Willki mandate, we chose to highlight individuals who undertake their own architectural cladding projects. We aimed to value the act of “doing it yourself.” This approach allowed us to celebrate the autonomy of DIYers while affirming that the product’s accessibility is accompanied by performance and durability comparable to professional standards.

A FAMILY BUSINESS IN THE EASTERN TOWNSHIPS

As part of our mandate, it was important to transpose the company’s core values into a coherent visual and narrative identity. A committed Quebec company, Willki offers stone panels composed of over 70% recycled materials. Together, we helped position Willki as an innovative brand, combining environmental responsibility, technical excellence, and the valorization of people through its employees.

ARCHITECTURAL ORGANIC NATURAL ECO FRIENDLY
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