Valley Renovation
Creative Brief
January 13, 2026
Summary
Led by Kris Catlett, Valley Renovation is a small, tightly run remodeling company that approaches each project with care — for the home, for the people who live in it, and for the long-term outcome of the work.
Clear communication, thoughtful guidance, and durable craftsmanship are central to the experience. Clients are not simply handed decisions; they are guided through them, with transparency around process, pricing, and tradeoffs.
Participants
Valley Renovation: Kris Catlett
Creative Director: David Mumm
Overview
What would you like us to do for you?
At its core, this project is about building visibility, credibility, and clarity for Valley Renovation, with the website serving as the central hub.
The primary goal is to position Valley Renovation as the trusted kitchen and bathroom remodeling specialist in the Walla Walla Valley. The website — and supporting brand materials — should clearly communicate what Valley Renovation does, how projects are approached, what clients can expect to invest, and why the experience is different.
This work includes:
A new website that functions as a hub for education, storytelling, and lead qualification
Supporting brand and marketing materials that reinforce credibility and consistency
Clear positioning that helps attract the right projects and reduce tire-kickers
Refined category focus that prioritizes kitchens and bathrooms over miscellaneous remodeling work
Secondary goals include improving internal efficiency by answering common client questions through the website (pricing expectations, process, materials, and decision-making), allowing Kris to spend more time on high-value conversations rather than repeated explanations.
Definition of success
Success is being known.
Valley Renovation becomes a recognized and remembered name in the local market
Kris is seen as someone who must be part of the conversation when a kitchen or bath remodel is being considered
Prospective clients arrive better educated, with more realistic expectations around scope, cost, and process
The volume of inbound leads improves in quality, not just quantity
Fewer inquiries fall below realistic budget expectations
The website functions as a pre-qualification tool, reducing back-and-forth and shortening time-to-estimate for good-fit leads
If, when a kitchen or bathroom remodel comes up, Valley Renovation is one of the calls people make, this project has succeeded.
Projects Include
Brand & Identity
Logo (existing, with recent refinements)
Mini Brand Guide (logo usage, colors, consistency standards)
Foundational Materials
Business card
Letterhead
Envelope
Greeting card
Email signature system
Sign System (vehicles, job sites, yard signage)
Digital
Website (primary focus)
Blog: project stories framework to support ongoing education and visibility
Apparel
Hat
Jacket
Shirt
Creative Considerations
Valley Renovation is intentionally a small, tightly run business and does not aim to scale into a large regional firm
Marketing must support a sustainable $1–3M operation, not growth-at-all-costs
This is a refinement and elevation of existing branding, not a full reinvention
Budget and implementation should be practical and phased where appropriate
Marketing must prioritize better-fit projects, not simply more projects
Visual Preferences & Brand Elements
The existing blue and gold color palette is strongly preferred
Brand should feel credible, calm, and confident—not flashy or overproduced
Clean, professional presentation with flexibility across applications
Avoid clutter, overdesigned elements, or gimmicks
Premium and trustworthy, not luxury-for-luxury’s-sake
Content Sources
Writing: Primarily Kris, with support for refinement and structure
Photography: A combination of professional project photography and well-lit real-world images. Potential collaboration with a local architectural/interior photographer
Video content may be informal and authentic (educational, process-oriented)
Customer proof: curated Google reviews integrated throughout the site
Inspiration & References
Contractor websites and marketing examples: homerunsolutions.net, 7daykitchen.com, frei-remodeling.com
Preference for authenticity over corporate polish
Emphasis on process, problem-solving, and real outcomes, not just glamour shots
Decision-Makers
Kris Catlett is the sole decision-maker
Informal input may be gathered from family, but final approval rests with Kris
Brand Voice
Valley Renovation’s voice should be:
Friendly — approachable, human, and relational
Professional — credible, experienced, and trustworthy
Informative — educational without being condescending
Straightforward — clear, honest, and transparent
The brand should sound like a knowledgeable expert who enjoys helping people make good decisions. Communication should feel personal and respectful — never salesy or scripted.
When Kris isn’t in the room, people say:
“They really listen.”
“They explain things clearly.”
“They care about the long-term outcome.”
“They do things the right way.”
“It felt handled.”
Product Description
What services does Valley Renovation provide?
Kitchen remodeling
Bathroom remodeling
Secondary:
Interior remodeling
Basement remodels
Select exterior work (windows, doors, decks, fencing) as needed
Public-facing marketing should clearly position Valley Renovation as a kitchen and bath specialist, with other services presented as complementing those core specialties.
Not a fit: lowest-bid work, cosmetic-only coverups, or projects driven primarily by speed or price.
What makes Valley Renovation different?
Valley Renovation differentiates itself through the client experience:
Strong communication before, during, and after the project
Thoughtful education around materials, methods, and long-term performance
Helping clients articulate what they want — even when they don’t yet know
Attention to detail that improves daily life (storage, lighting, usability)
Systems-backed transparency via a client portal for schedules, costs, and updates
Quality-first execution that goes beyond minimum code requirements
Kris’s role is not just to execute a plan, but to guide clients through their decisions, identify pain points, and offer better solutions than they may have considered.
Pricing & Transparency
Valley Renovation practices transparent, contextual pricing rather than hard quotes on the website.
Typical project ranges:
Bathrooms: approximately $30,000–$60,000+
Kitchens: approximately $65,000–$120,000+
The website may reference example projects and historical ranges to set expectations, explain cost drivers, and filter unrealistic inquiries.
Client Experience
From first contact to project completion, the experience should feel thoughtful, communicative, and respectful.
Key elements include:
Careful listening to goals and pain points
Education around materials, options, and tradeoffs
Guided decision-making, not just execution
Clear expectations around process, timeline, and cost drivers
Strong, consistent communication
Jobsite cleanliness, containment, and respect for the home
The goal is for clients to feel confident, informed, and cared for — and to recommend Valley Renovation not just for craftsmanship, but for the experience.
Competition
What makes Valley Renovation special
A low-chaos remodel experience with clear expectations
Transparent scope and pricing communication
Professionalism inside the home
Systems-backed project clarity
Durable, quality-first execution
Education-forward guidance that builds trust
Present competition
Podium Construction — strong branding and educational content
4 Seasons — strong customer care and market presence
Porter & Sons — good work, less systematized
Many independents with weak visibility and inconsistent experience
Who Kris wants to compete with
The best-run, best-presented contractors in the market
Contractors who win work through trust, clarity, and process, not flash
What clients say about competitors
Common complaints:
Vague scope and surprise costs
Poor communication
Disrespect or dismissiveness
Excessive mess and disruption
Target Audience & Market Realities
Current primary audience
Age: typically 40+
Decision-makers: often women, with all stakeholders involved early
Socioeconomics: generally affluent, quality-focused
Employment: professionals (medical, academic, business)
Geography: Walla Walla / College Place, select nearby areas
Adjacent growth market: Milton-Freewater
Attitudes & motivations
Expect remodeling to be stressful and messy
Value quality, durability, and doing things right
Want a partner they can trust inside their home
Investing in a long-term lifestyle and daily comfort
Desired audience
People who value:
Quality and longevity
A calm, well-communicated process
Professional guidance and transparency
Not a fit: lowest-cost-driven or quick cosmetic projects.
Beliefs before vs. after engagement
Before:
“Remodeling will be stressful and uncertain.”
“We’ll have to manage the contractor.”
After:
“This feels clear and organized.”
“We trust these people in our home.”
“This was a high-quality investment in our daily life.”
User Benefits
Clients benefit from
Less time managing the project
Less effort in sourcing materials and coordinating decisions
Reduced stress through clear communication and systems
Long-term value through durable materials and quality execution
Kitchens and baths are center-of-the-home spaces — the outcome directly affects daily routines, hosting, comfort, and pride.
Most Important Point (MIP)
Top benefits
Life-improving kitchens and baths
A low-chaos, high-communication experience
Lasting quality and trust inside the home
Emotional takeaway
Relief
Confidence
Pride
Comfort
The One MIP
We create kitchens and baths that make your life better — with a clear, respectful, low-chaos process.
CONTACT:
David Mumm
Principal & Creative Director, Walla Walla Print Co.
(509) 386‑9334