Natural Woods approached Parking with a challenge: the brand was being mistaken as a plywood and timber supplier, whereas the brand offered discarded wood a second life through handcrafted artifacts, sculptures, murals, trophies and nameplates. We solved the problem by transforming Natural Woods into the much sharper, contemporary identity- NW, paired with the tagline, “Giving Second Life to Wood.” The new identity instantly clarified the brand’s purpose & offering. Elevated its perception, and proved that a right branding not only solves a brand challenges but also solves business challenges.