Take Cover USA
A shelter cover that protects your family for a lifetime.
overview
The founder of Take Cover USA approached us to market his tornado shelter cover. This rugged, outdoor product needed brand positioning alongside high-end gear like Thule to sell at an elite price point. The brand had to feel rugged and endurable, while also conveying calmness and peace.
SERVICES
Brand Strategy
Brand Design
Copywriting
Website Design
Web Development
SEO Optimization
eCommerce Web Support
Our Solution
01 – Brand Roadmap — Plan the brand with strategy.
02 – Brand Design — Design the brand, direct the creative, design an e-commerce website, manage social content and paid ad campaigns.
03 – Website Design — Build website and create content regularly to drive organic SEO traffic.
04 – Support — Provide marketing and web maintenance.
Brand Roadmap
Step one is to figure out the direction for the brand. We dive in deep to the brand’s purpose and mission. Who is it serving? What problem does this product fix? Why is it worth the money? What drives the consumer purchase decision? This foundational work results in the Brand Roadmap to direct the project.
BRAND STRATEGY
We analyzed Take Cover’s customer motivations—understanding how to actually connect with them and position the brand to solve their problem: anxiety and stress in tornado shelters.
This phase included:
- Brand strategy workshop
- Brand purpose & core values
- Brand personality
- Market positioning analysis
- Analysis of aligned neighbor brands with same values
- Customer needs, desires & psychology
- User stories
- Tone of voice & messaging style
- Competitor analysis & differentiation opportunities
- Unique selling position (“secret sauce”) for business
- Customer touchpoints & purchase process review
- Art direction in moodboards
- Project scope & estimates
Brand Design
The branding needed to express the value of the product, which at first glance may appear simple. The engineering, years or research, and elevated construction of the Take Cover shelter cover are breakthrough in the market. Homeowners invest $15,000 in a shelter then never use it—the cover makes that shelter actually comfortable and pleasant. The brand needed to convey a mix of rugged and calm.
BRAND TONE
Secure, rugged, and comforting
Many Americans don’t use their tornado shelters because they are full of insects, rodents, snakes, and debris. The confined space can trigger anxiety—especially when dirty. Take Cover’s durable covers keep pests and dirt out, especially during peak spring tornado season. Rugged enough for a car to drive over and secure in strong winds, the covers offer an elevated, comfortable shelter experience.
BRAND MARKS & PATTERNS
Take Cover is rugged and enduring—intended as a one-time investment. The brand marks are simple and secure, incorporating juxtapositions inspired by flight tags, since Joel’s background as navy pilot inspired his invention. To humanize the brand and keep it personal, we included hand drawn sketches of the founder.
COLORS & TYPOGRAPHY
The color palette balances strength with comfort. Rugged, outdoor-inspired tones convey durability, while warm clementine and fire red bring the bold energy of a new, modern product. Soft grey, gentle lavender, and comforting peach add a calming layer that reflects what Take Cover delivers: safety in a storm and security for families. The typography follows the same balance. PP Editorial New, an established yet modern serif, anchors the main headlines with confidence, Mabry Pro brings a friendly, inventive personality to subheaders, and Satoshi keeps body copy clear, crisp, and easy to read.
SOCIAL MEDIA DESIGN
To support the new brand, we created social media templates, videos, and news content for the website. This ongoing content posted to their brand boosted Take Cover’s search traffic and was a major source of organic sales to their e-commerce website.
COLLATERAL DESIGN
To help support the brand, we designed business cards, direct mail flyers, PowerPoint pitch decks, tradeshow displays, and promotional videos and other marketing materials.
Video loop for Take Cover website
PHOTO & VIDEO ART DIRECTION
In our role as Creative Director, we provided art direction for the creation of media that would support the brand’s communication goals. From lighting and shot composition, to photo treatments, and post-production color grading, we helped the brand stay consistent and harmonious.
As the Take Cover team expanded to include photographers, TikTok social media creators, and other partner influencers, all parties could refer to the style guide as a single source of truth and understand the brand’s core look, feel, and messaging.
“I’m a brand photographer and owner of Paige Rains Photography and was referred to work with one of Wooster Creative’s clients, Take Cover, on their brand photography. The brand design and style guide Violette provided was very impressive and made it easy to create aligned, intentional imagery. Her creative direction was clear, professional, and collaborative throughout the process. It was obvious that she truly takes care of her clients. The trust and clarity she gave them made my job that much easier. It was a great experience, and I’d gladly work with them again. Highly recommend!”
— Paige Rains
Website Design
On the website, the brand translates into a clean, high-end experience using powerful typography, subtle animations, video of projects, and fast load times. Navigation is minimal and intuitive, guiding visitors.
Scope:
- Content Strategy
- SEO Strategy
- Website Design
- Website Development
Key website features
- Custom WordPress Theme — loads fast and feels elegant, video and animation rich
- E-Commerce Checkout with WooCommerce —custom product pages and web pages
- Mobile-First Design — flawless mobile experience
- Fast-Loading, Compressed Imagery — high-quality visuals without the performance penalty
- SEO Optimization — keyword-rich copy, clean URL structures, optimized metadata, blog for fresh content
- Marketing-Ready Architecture — built to accommodate an meta and Google ad campaign
Ongoing Support
Since the new brand’s launch, we continued to support the e-commerce website, create news content for the website, and design social media content, run Facebook ads, and design additional print work for marketing.
Scope:
- WordPress updates
- Facebook Ad Campaign
- Monthly News Post Writing
- Social Media Management
- Graphic Design Support
Results
Take Cover’s website is a powerful sales tool. The brand is also well received at tradeshows and in-person marketing events. The focus evolved and shifted from B2C to B2B, and Wooster keeps supporting the brand with pitch decks, and partnership marketing collateral. The brand went from an idea to a viable company in less that 6 months.
Metrics
Take Cover USA opened a new market in the tornado cover industry. The product is selling and is positioned on a level with other high-end, durable out door investment products. Consumers give the product and the marketing rave reviews.
Take Cover team at a tradeshow event in Oklahoma City
OUR CLIENT’S WORDS
“I’m genuinely thankful for the work Wooster Creative did to help Take Cover USA become a voice in a new market. Who knew an encounter at a Starbucks a year and half ago, would put me face-to-face with the most critical aspect of succeeding as an entrepreneur – marketing and advertising.
You took a product I deeply believe in and launched a professional, informative, and educational brand and website. I realized you’re true belief in my product everyday I logged on to the website. From your designs, the articles, website management, and friendship, to the advice and insight you gave a novice, launching a business for the first time was invaluable, and I’m so grateful. I could not have asked for better.”
— Joel Schuster, founder
Take Cover USA
Let’s build your brand next.
Partner with us on a creative journey that brings confidence, results, and lifelong business value.
