ODL, Inc. Case Study

Shining a Spotlight on Doorglass

Challenge
Stand out and grow market share in a competitive residential building products category.

ODL, Inc., a Michigan-based doorglass manufacturer, began as a small, family-owned woodworking shop in 1945. Over seven decades, the company refined its decorative doorglass offerings and developed niche products, including severe weather glass, divided light, and enclosed blinds. 

Despite strong craftsmanship and design heritage, ODL faced increasing competition in the residential and commercial markets. The company needed to raise awareness, communicate product innovation, and position itself as the leading brand for both professional audiences — architects, builders, contractors, and distributors — and consumers seeking quality, design, and function. 

Objective
Establish ODL, Inc. as the leading doorglass brand among both trade and consumer audiences. Goals included: 

  • Increase awareness and share of voice in the building products industry. 

  • Educate professional audiences about ODL’s product innovations and performance advantages. 

  • Inspire consumers to see doorglass as a design feature that enhances both beauty and function. 

  • Support new product launches with cohesive, multi-channel storytelling that connects technical performance with aesthetic appeal.

Solution
Over 15 years, LMO helped ODL transform from a family-run manufacturer into a nationally recognized leader in doorglass innovation. 

We built an integrated marketing and communications program combining media relations, technical content development, B2B and B2C outreach, paid media, and creative design. Each initiative was tailored to amplify ODL’s craftsmanship and innovation while connecting emotionally with both trade and consumer audiences. 

Our team developed and executed: 

  • Proactive Media Relations – ongoing press outreach and story pitching to trade, architecture, design, and consumer publications. 

  • Technical and Thought Leadership Content – white papers, long- and short-form blogs, and professional resource materials. 

  • Social and Digital Campaigns – highlighting ODL’s design, performance, and heritage stories. 

  • Creative Assets and Advertising – including print, digital, and native placements to reach professional and consumer segments. 

We also supported the successful launch of Blink® Blinds + Glass through targeted media visibility and project storytelling. As a subsidiary ODL brand, Blink became a major player in the blinds-between-glass market. 

Results

Elevated ODL’s reputation as a category leader in doorglass innovation. 

  • Expanded brand awareness and share of voice among both professional and consumer audiences. 

  • Supported consistent annual revenue growth over 15 years. 

  • Secured national and trade media coverage highlighting product launches, innovation, and design leadership. 

  • Helped Blink Blinds + Glass achieve significant growth and secure major commercial installations. 

Strengthened ODL’s credibility and visibility within the architecture, design, and construction industries.