As a specialized subsidiary of Lowe’s focused exclusively on multifamily maintenance, repair and renovation supplies, Lowe’s Pro Supply has a complex messaging challenge. Customer accounts, ordering processes, inventory, and service offerings are entirely separate from the Lowe’s retail organization — yet the multifamily maintenance wholesaler also understands the value of promoting complementary product categories and services available at Lowe’s. Visualeyes was engaged to help audiences understand individual brand offerings, as well as cross-organizational synergies.
Communicating unique brand value. Reinforcing shared advantages.
“The Visualeyes team consistently helps us navigate our most complex projects. They understand our unique business model and use that knowledge to deliver powerful creative concepts and targeted marketing materials.”
Monique Orr, Creative Marketing Manager, Lowe’s Pro Supply
Creative Strategy Driven by Clarity and Relevance
From both a messaging and imaging standpoint, Visualeyes crafted audience-specific creative solutions to speak directly to common pain points of multifamily property maintenance Pros. A new tagline, “We Supply the Pros®,” was developed to position the brand as a serious supply partner for maintenance professionals whose needs go far beyond the retail focus of its parent company. Additionally, campaign themes like “Your Complex. Simplified.” clearly communicated both the industry focus and the customer benefit.
Multichannel Brand Impact and Cohesion
Visualeyes designed each Lowe’s Pro Supply campaign to operate as a cohesive, interconnected system — while taking advantage of individual platform strengths. From product catalogs to getting property managers thinking about capital improvements to informative how-to videos to help maintenance teams navigate their online account, Visualeyes helped the client reinforce key value propositions at every step.
