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Refining a Luxury Brand

Our products already made us a leader in the fireplace industry. But developing our brand, brochures and website took us to a new level.
Kent Roeder
Vice President of Marketing, Mendota Hearth Products


Mendota's gas fireplaces are renowned for their authentic flames and amazing heat output. But their brand wasn't working nearly as hard as their products. They needed to be recognized—and desired—by homeowners everywhere.

Before and after of Mendota logo

To redefine the luxury fireplace brand, Mendota embraced a true partnership with North Forty. From marketing strategy to product design and beyond, this tight-knit relationship allowed us to be involved with the company on multiple levels. The transformation was remarkable, and began with a new logo that solidifies their position as a high-end brand.

Mendota logo final

Mendota logo in progress

Careful consideration of Mendota's timeless fireplace designs resulted in a logo that complements their elegant styling and evokes the hearth's best-loved qualities: warmth, comfort and lasting quality.


What does luxury look like? Photography in custom-built sets, warm, rich colors and a voice as inviting as the hearth itself send a clear message across the brand: Mendota brings luxury home.

Mendota brochure

Mendota fire

It takes a little know-how to capture the essence of a dancing flame. Relying on our decade of experience working with hearth products, we made sure the warmth and ambiance of a Mendota fire also radiates from their photos.


The Duchess, the industry's first stained-glass gas fireplace front, was the result of a true collaboration between North Forty designers and Mendota engineers. One of many new co-designed fronts, the Duchess not only enhanced the diversity of Mendota's line, but won an industry-wide award for innovation.

Mendota Vesta award for fireplace design

Stained glass on a Mendota fireplace

Our vision: flickering flames viewed through jewel-toned glass. To bring that vision to life, we collaborated with Mendota engineers to source a glass that was beautifully colored, transparent enough for light to shine through and strong enough to withstand intense heat.


Engaging and simple to use, Mendota's new website makes it easy for consumers to imagine a Mendota fireplace in their own home. The "My Mendota" fireplace design tool lets site visitors completely customize their hearth in real time, selecting from the wide array of designer fronts, doors, finishes and interior linings. Not only does it highlight a key competitive advantage, it helps further establish Mendota as a luxury brand that delivers premium performance and one-of-a-kind style.

Once homeowners build their perfect hearth, finding the nearest Mendota dealer is just a click away. An intuitive dealer locator lets them enter their state or zip code and encourages consumers to take the next step on the path to purchase.

Mendota Fireplace Configurator

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A user-friendly dealer site keeps retailers in the loop and up to date, providing instant access to marketing materials that help them work within the brand.

Mendota website

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Mendota traffic

Mendota dealers reported a direct correlation between the launch of Mendota's new website and the amount of traffic on their own sites. Leveraging ongoing search engine optimization and pay-per-click techniques has resulted in an average of 79% of first-time site visitors per month.


Mendota's transformation elevated their brand to one that says luxury—in storefronts, online and at home. It also helped them gain exposure and recognition among consumers, as well as steady growth in a less-than-steady economy, according to Kent Roeder, Mendota's vice president of marketing. "With North Forty's help, our brand has helped us keep our sales strong and increasing every year in a tough economy. They took our brand to a whole new level."

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