Fairway architectural
railing solutions
Smart, safe and architecturally
significant railing
About the project
Best known for their vinyl railing selection, Fairway was growing. They now offered a collection of metal railing as well as design-build services to architects and designers. While at the agency, White Good, Fairway came to us looking for a new message, look and feel, and product names for their growing business.
Organization profile
In 1997, Fairway established the vinyl railing kit, which made installs easy for pros and accessible to consumers. Over time they supplemented their offering with composite railing as well. These solutions took them into 2015 when they joined with Carfaro, a leader in custom aluminum railing. This put Fairway up against the best. It was time their look and messaging were just as competitive.
Exploring their core
The partnership with Carfaro saw Fairway expanding their catalog in addition to serving new groups outside of their core crowd — architects and designers. Tony’s goal was to develop a new message and look so they were seen as railing experts
They’re engineers
They make things better
They add safety
They make homes & buildings visually appealing
"I'm excited by the powerful direction our new messaging and brand are bringing to Fairway. We've spent over a year developing our plan and refining our focus, all solidly positioning Fairway Architectural Railing Solutions as the most important and experienced domestic railing solutions provider for residential and commercial applications."
Greg Burkholder, CEO
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Shouting it from the mountain top
The new brand launch was simple: roll it out at Deck Expo Live. A simple idea. However, the components utilized for the show needed to be significant and smart. That includes a new booth, new apparel, tchotchkes, marketing materials, VR technology, and a party for employees and media at the end of the show.
The booth
Inspired by Frank Gehry, the booth twisted and turned to show materials they spent years working to accumulate. Concise samples of their vinyl, composite, metal, and design-build options were shown along both sides of the booth.
Virtual reality
We wanted attendees to see the various railing options in use. The VR gave the user an opportunity to move through different environments and homes to design their space with Fairway product offerings.
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Partnering with Carfaro, a design-build railing group, Fairway Architectural Railing Solutions seeks a new message and look to match their growing portfolio.