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UNICORN

Growth Path · 2023

Dry Erase

We transformed and evolved the Dry Erase brand while expanding the marketing strategy — turning a brick and mortar business into an online leader.

The refreshed Dry Erase brand identity

50%+

Of gross revenue from digital channels

The Dry Erase e-commerce website on Shopify

Digital Transformation

We’ve worked with Dry Erase since 2017, steadily transforming a brick and mortar business into an online brand. Pairing their industry-leading products with Unicorn’s brand and digital strategy, we converted the majority of the business to e-commerce.

We started by migrating the website to Shopify and moving marketing onto HubSpot. From there, we worked side by side with the business to teach and apply modern digital marketing strategies and tools. Today, the company generates more than 50% of its gross revenue through these digital channels.

Dry Erase brand guidelines showing color palette and typography

Evolving the Brand

Dry Erase has been around for years — they were among the original inventors of the modern whiteboard. Evolving a brand with that much legacy is tricky: move too fast and you damage recognition and trust. So we rolled out slowly. Typography first, then small shifts in color, then imagery and core values brought forward in content.

At each iteration we paused and surveyed customers. The feedback came back positive every time as we modernized the experience into the brand it is today.

Analytics dashboard showing Dry Erase web traffic growth

Provable Results

Data-driven decisions are the fastest way to iterate and grow. We apply the scientific method to innovation: start with hypotheses, test each one in market, measure the results.

The data confirmed we were on track. We moved the needle substantially on web traffic and conversions — and through steady content and SEO strategies alongside our marketing campaigns, we made a permanent change to the company’s online presence.