Watson Creative

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Chown Hardware

Portland, United States

Company Name:

Chown Hardware


How do you rebrand a 140 year old family business?

Carefully. We approached this project with a clear vision and one priority: don’t mess it up. The Chown family has been around since Portland was an upstart new city in the Pacific Northwest and our task was to revitalize the brand, highlight its strengths and tell a story that defined the company, its history and its future.

Taking the Chown team through our Brand360 strategy sessions, one thing became clear: The legacy of Chown matriarch Eleanor Chown is what inspired and built the company as it is today. We went back and built that story from the ground up, highlighting the moments along the way that created the vibrant, modern Chown Hardware of today.