The Mine
A new ecommerce brand for Lowe's
The Mine is an online retailer of home furnishings, owned by Lowe’s Stores.
Originally called ATGStores.com, an ecommerce site that offered millions of items, but lacked brand awareness with consumers.
Lowe’s acquired the company, and we were hired to help them relaunch as an entirely new brand, in an effort to sharpen their positioning for an increasingly competitive category.
“Partly Sunny elevated our brand positioning and enabled The Mine to be a significant player in home furnishings. They used consumer insights research to help us focus on what matters most to customers. Then took the brand to the next level with impeccable design.”
– Molly Hartney, VP of Marketing, The Mine
Our brand development work for The Mine included consumer insights research, brand positioning, messaging framework, visual identity and design.