FinishWorks

When RPM Industrial Coatings Group decided to merge two of their product brands, Finishworks and Mohawk, they questioned whether they should retain one of the names or launch a new brand altogether. For many years, the two brands had operated as two separate companies, each with its own champions and challenges. They engaged Phase 3 to do a thorough evaluation to determine the best path forward. 

We conducted a competitive analysis, stakeholder interviews, and strategy roundtables to assess the impact, equity, and associations of each name. Establishing a set of naming criteria that all parties could agree on, we presented a new set of names to weigh against the original two. Using our rating system and naming rationales to assess how well each name delivered on our strategic criteria, we recommended the brand move forward as FinishWorks, and because of the thorough and strategic framework behind the recommendation, the RPM team found it easy to reach consensus.

To signal a new beginning and broader vision for Finishworks, we embarked on a comprehensive rebranding, including identity brand expression and key messaging, followed by a detailed and phased launch plan for internal and external marketing. Using "All the way across the Finish Line" as our strategic throughline, we wanted the brand to convey FinishWorks' signature service and willingness to go the extra mile.  Bringing to mind a finish line flag, the bold logomark conveys a win for the customer, as Finishworks helps guide them to a successful conclusion. The F and W letterforms join together to further symbolize that spirit of partnership and collaboration, while the bold angles and fresh color palette make it feel modern, innovative, and approachable.