Founded in 1948, Cardinal was a family-owned business until its sale to Riverside Partners, a private equity firm, in 2017. Following the purchase, Cardinal management engaged Triad B2B Agency for a top-to-bottom rebranding of the company. The objective of the rebranding effort was to project a more sophisticated image, reflecting Cardinal’s position as the nation’s largest and most trusted manufacturer of shower enclosures and other glass products.
As part of the rebranding, a new corporate logo was developed, along with new visual identity guidelines, introduced via a corporate capabilities brochure, divisional brochures, product literature, and corporate website. Key brand messaging was developed to support the company’s rapid customer response, quality manufacturing processes, and dedicated fleet of local and national delivery trucks. New emphasis was placed on the company’s unlimited product design capabilities, together with a restructuring of division and product organizations. The corporate rebranding effort has seen enthusiastic acceptance on the part of Cardinal customers, dealers, employees, and management.