Graj + Gustavsen Helps Renovate This Old House® Brand

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G+G Tapped by This Old House Ventures to Help Position the Brand for Next Generation Growth

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People who are working on their homes are building their dreams, and This Old House is fiercely passionate about helping them do it right.

New York based strategic and creative branding firm Graj+Gustavsen was retained by This Old House Ventures for strategic positioning of the brand across distribution vehicles including broadcast, digital, and print and to create a licensing platform for extending the brand into new consumer products and experiences.

“This Old House”, an Emmy winning home improvement series on PBS, is one of television’s longest running brands and features a trusted source of expertise, along with wit, humor and a great sense of camaraderie. G+G’s engagement is part of a growth strategy for the brand, which was acquired from Time Inc. by This Old House Ventures CEO Eric Thorkilsen in partnership with private equity firm TZP Group.

“We are life long fans of This Old House and it’s an honor to be a part of its future,” said Eric Gustavsen of G+G. “It’s a beloved brand that taps into something powerful: people who are working on their homes are in reality building their dreams, and This Old House is fiercely passionate about helping them do it right. We also love the way this brand is increasingly engaging the growing millennial fixer/builder/maker culture."

“We’re thrilled to be working with G+G on this project. Their approach helped us unearth and articulate insights about the brand and the market opportunity, and also to tell our story in an authentic, confident way,” said Thorkilsen.

This Old House is now broadcasting its 37th season on PBS.

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Ray Graj
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