A lesson in opening doors
The senior managers of Stanley Tools' mirrored door division acquired the business in 2004 and began marketing under the name Home Décor Innovations. Believing the opportunity existed to grow the entire interior door category, the company reached out to Proteus.
Our first step was to develop a new brand name and identity, Aura Home Design. Our graphic designers created everything from the corporate identity to merchandising, packaging, web site (www.aurahomedesign.com) and even advertising. Our industrial designers developed new door designs to introduce interest and excitement to the category. And we played a crucial role in the company's interactions with The Home Depot, presenting a broad vision of what Aura brings to home design.
The Home Depot secured one-year rights to Aura Home Design products in all 2,100 of its stores. The products did $1 million in sales a week during the first month of launch.