The brand was buried in 1980’s cheeky-ness. While it represented the trade customer and at the time was creative and relevant, the creative direction was behind the times and needed to be reshaped to deliver a more gender considerate position and a more stylistic offer.
An audit of brand assets and brand equity allowed the solution to not start from scratch, there was still some value in what existed.
A strategic creative plan was set which included a new Corporate Identity, Logo icon, Font suite and revamped Colour Colour Suite. With assistance from COG Strategy and their communications strategy, a new value proposition and tagline also was included.
The updated Brand Design for Materials In The Raw included a total revamp of the print channel including corporate stationery, direct mail and magazine advertising. All digital touch points where overhauled including the eCommerce website, social channels and news marketing. The physical elements of the business also were rebranded with vehicle signage, building and yard signage.