Wabash Valley

Wabash Valley, a maker of outdoor furniture viewed by many as a value brand, wanted
to launch a new line of higher-end, design-conscious outdoor furniture and site amenities
to appeal to a more high-end architectual design market.

We conducted a full-blown brand assessment of Wabash Valley, only to learn that they needed brand separation to avoid brand confusion. So, we created the Urbanscape brand identity, separating itself from Wabash Valley in terms of quality and design while keeping it connected through its heritage
and manufacturing success. We engaged urban planners, landscape designers and decorating professionals in bringing Urbanscape to life.

Urbanscape has been widely praised for its forward-looking design elements and personality.
It has made inroads in some of the country’s largest urban areas and has allowed for extraordinary growth for both Urbanscape and Wabash Valley.

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