Case Study


Founded in 1948, Feeney provides cable and aluminum railings, rods and fittings, canopies and other aesthetically pleasing architectural solutions for residential and commercial projects.

The Blake Project was selected to help Feeney strategize a bigger competitive future. We conducted comprehensive brand equity research for Feeney with (a) architects/designers, (b) contractors/builders, © fabricators and (d) retailers. Based on that research, we facilitated a brand positioning workshop with Feeney’s leadership team, leading them to focus on product quality and ease of ordering/installation as their unique and compelling points of difference. From that consensus, we developed the tagline, Feeney Makes It Easy an elevator speech as well as led a branding rally for employees to help them bring the new brand positioning to life.