Baldwin Hardware

Baldwin Hardware

Brand Strategy | Brand Identity | Messaging | Brand Architecture | Graphic Design

Challenge

As a 70-year-old luxury hardware brand, Baldwin has a rich history of hand-crafting the highest quality, solid-forged brass hardware. While the product quality has stood the test of time, its image was becoming outdated. Baldwin needed an identity refresh to help communicate its value in a relevant manner.

Solution

Extensive research into Baldwin’s history revealed a compelling story regarding Severin Fayerman’s dream to create the best hardware in the world. While competitors were casting brass, Fayerman took the harder route and pushed Baldwin to become the first brand to offer solid-forged brass hardware. This is what made Baldwin stand out. Yet, none of this rich history was being communicated through its current branding. To realign the brand with its roots, we brought more focus back on the craftsmanship, quality, reliability, and heritage of Baldwin.