“Pushing the Limits of What is Possible”

Greentech Manufacturing Inc.

is one of the industry’s leading outdoor wood furnace manufacturers, located in International Falls, MN. known as the "Icebox of the Nation"

Producing 5 different models of their Crown Royal Stoves product line, they are able to meet the unique heating needs of their customers and dealerships in each State. Due to EPA regulations, Greentech spent over a year developing and refining a new downdraft gasification furnace that would surpass these requirements, further helping reduce their carbon footprint.
With this new outdoor furnace design they knew it was time to update their brand across every major touch point, continuing to visually express their commitment of “pushing the limits of what is possible” and in turn to become synonymous with the term ‘outdoor wood furnace’.

Rebranding

With the update of the Crown Royal Stoves product line, Greentech wanted to modernize their over all look.

The existing marketing collateral hadn’t seen a makeover in nearly a decade and to set the solid foundation for the next generation of outdoor wood furnaces they wanted something differentiating from everyone else.

While the competition was transitioning their products to meet the new regulations as well, Greentech knew they had to communicate their commitment to developing cleaner burning and safer furnaces, and visually represent their vision, and values, to remain leaders in their industry.

Design

Each brand has its own unique voice and the way this is communicated is not just by the words written, but through the visual expression and use of photography, iconography, shapes, colors, and structure.

Through various visioning processes, we started to pull out elements that would work across all platforms that would highlight the quality and differentiating experience of these units.

With the chosen visual elements it was important that, from the onset, a sense of confidence was immediately instilled in every potential customer. Even though the product is geared mainly towards men, it was imperative that women could feel secure in this purchase so it was necessary that we made the units and lifestyle approachable.

Website Design & Development

As we move forward in the smartphone generation, every website we develop is thought of from a ‘mobile first’ perspective.

Responsive designs allow us to build a website that will adapt and scale from a Smartphone all the way up to a Desktop. Starting from sketches and wireframes, we developed structures based on existing and expected user flow. Through information architecture and hierarchy we created an new navigation structure to get customers to the proper information with as few clicks as possible. By strategically utilizing CTA banners, we increased inquiries both through forms and phone calls.

To allow for future expandability we developed the Crown Royal Stoves website on WordPress taking advantage of numerous plugins that would create an experience not available on other CMS platforms. With some of these plugins we were able to automate processes that were taking up staff time, allowing them to respond to customers much more quickly. Additionally, the use of WordPress allows staff with a limited technological background to make updates to the site and add blog posts whenever necessary.

Outbound Marketing Results

Through additional marketing efforts, heavily focusing on outreach and reviews, the Crown Royal Stoves Pristine Series was named the #1 Wood Furnace, for 2018 and 2019, by FurnaceCompare.com.