Case Study: Affinity Stoneworks

Affinity Stoneworks–a best-in-class kitchen and bath renovation company–has been a well-run Atlanta business from its inception in 1997. Affinity fabricates and installs countertops, cabinetry, flooring, kitchens, baths, and other high-end remodeling projects; and offers choices from rare collections of exotic granites, natural and engineered stones, designer tiles, sinks, mouldings, trims, and accessories.

Affinity retained Lenz to grow their market share and revenue, and Lenz is doing so by deploying integrated marketing. But first we had to understand the brand.

Every good business has a brand and a story that should be told. And getting to the essence of a brand takes careful consideration of who and what the business actually represents. Lenz helped Affinity distill its brand into two words that represent what it is: Rare Experience. This brand articulation is now being espoused using traditional, digital, and search engine marketing.

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