This really was brand building in its fullest and literal sense for builders merchants Bradfords.
In a word the brief was unity. Like many a long established company (in their case an astonishing heritage going all the way back to selling lime in 1770) Bradford’s brand inconsistencies, mismatches, one-offs, variations and hotch potches were clear for all to see.
The brand promise ‘we know building’ was built on the outstanding knowledge and enthusiasm of the store teams, gathered over years of practical and product experience. By helping tradesmen and consumers make better choices, Bradfords could counter a drive to the bottom on price, by adding genuine value to build projects.
Across new store openings, a new kitchen offer, livery, point of sale and general marketing and promotions – a design toolkit is presenting a unified, confident and distinctive face to the brand, creating both economies and cut-through.