RENE FLORES



Brand Consistency Across 450 Storefronts



Project Overview

Johnstone Supply is one of North America’s largest HVACR wholesale distributors, supporting more than 450 independently operated storefronts across the United States and Canada. As the organization evolved, maintaining a consistent customer experience across such a large network became increasingly important.

Building on the company’s existing marketing infrastructure, I helped expand its brand governance system by standardizing marketing assets, developing reusable templates, and creating scalable brand resources, enabling storefront teams to execute campaigns more consistently. The result was a stronger, more unified customer experience while improving operational efficiency for both storefronts and the corporate marketing team.



The Challenge

Operating across hundreds of independently managed storefronts created unique marketing challenges. Each location needed flexibility to serve its local market, while corporate marketing needed to maintain a consistent brand experience across every customer touchpoint.

The challenge was to strengthen brand consistency at scale by creating standardized marketing resources that were easy for storefront teams to access, implement, and trust.


Tools

Adobe Creative Cloud • ClickUp • Microsoft Office • Internal Marketing Asset Portal • Meta Business Suite • RenderSEO • Google Analytics 4 • Ahrefs • an iced Vietnamese coffee


Scaling Brand Operations




Rather than approaching each marketing request as a standalone design project, I focused on expanding a scalable system that supported hundreds of storefronts.

Building on the existing internal marketing asset portal, I developed reusable templates, standardized campaign materials, and brand-approved resources to simplify marketing execution while protecting the integrity of the Johnstone Supply brand. By collaborating across Marketing, Sales, Product, and regional stakeholders, I helped create processes that made it easier for storefront teams to deliver consistent customer experiences nationwide.


Standardizing Customer Touchpoints




Consistent branding extends far beyond logos by shaping every interaction customers have with a business. To support that experience, I designed and maintained marketing assets used throughout the customer journey, including storefront signage, promotional flyers, truck wraps, point-of-sale materials, welcome kits, Locker Pickup graphics, event displays, and printed marketing collateral. Each asset followed established brand standards while remaining adaptable to regional marketing initiatives.


Supporting Marketing at Scale




The standardized asset system supported a wide range of national and regional marketing initiatives, allowing storefront teams to execute campaigns more efficiently while maintaining brand consistency.

From seasonal promotions and sweepstakes to recruitment campaigns, product launches, customer education materials, and in-store advertising, the centralized marketing resources reduced duplication, streamlined campaign deployment, and provided storefront managers with ready-to-use materials that aligned with corporate standards.


Operational Impact

Expanding the brand governance system strengthened marketing operations across the organization by creating repeatable processes that scaled across hundreds of locations. Key outcomes included:

  • Supported brand consistency across more than 450 storefronts.
  • Expanded the organization’s centralized marketing asset library with standardized, reusable resources.
  • Improved operational efficiency through repeatable templates and campaign materials.
  • Strengthened collaboration between corporate marketing and regional storefront teams.
  • Supported marketing initiatives spanning promotions, recruitment, events, customer education, and brand awareness.
  • Enabled teams to independently create on-brand marketing materials.
  • Helped protect the integrity of the Johnstone Supply brand across print and digital marketing channels.

Recommendation



Hank

E-Commerce & marketing Communications Manager

5 of 5 stars


Rene is great at working with storefronts to improve marketing systems and assets. His work is highly regarded by both internal and external stakeholders and provides crucial resources to our internal programs. Rene is very responsive and supportive of our stakeholders.