We recently helped position and brand Entegra Coach, a great new line of luxury Class A motorhomes. They’re stepping into the market during hard times but have a great history and dedicated family behind them. Entegra Coach is owned by the Bontrager family that has a forty-year history in the RV industry. They have a great reputation, fiscal stability and track record of marching to the golden rule, not Wall Street. So the team decided to capitalize on this commitment and history, during a time when some manufacturers futures are shaky.

The result was making “The Bontrager Promise” a prominent part of Entegra Coach’s story. Giving it a teeth and memorability. It really is a story that few of the competition could try and replicate. The strategy has come out in in ads, an elaborate invitation with “Bontrager Promise” book and eventually will result in a new website and sales literature.

But the funnest part of the project may have been getting the Bontrager Promise Logo right. We started with a rough comp then went to work looking at the signatures of the Bontrager brothers that are involved in the new brand and their late father who founded Jayco.

Consideration for legibility, truth to the actual signatures and reproduction resulted in the final version.