Building supplies start-up BUILT/ (part of the Travis Perkins group) approached us with a big ambition to shape the future of the building supplies sector. In almost every other sector you can order online and have something delivered without ever visiting the store. Ironically, the building supplies world is still entrenched in bricks and mortar. BUILT/ was to appeal to builders who wanted an efficient and digital service at their fingertips.
The BUILT/ brand had to signal that it was not your traditional builder’s merchant, by leading with difference, rather than risk indifference.
Our Strategy: your 24 hour building site
Targeting a new breed of builder we positioned BUILT/ as the professional building suppliers partner – the site for serious builders. We emphasised the digital ease and convenience of buying materials from the BUILT/ brand with our proposition Your 24 Hour Building Site. We brought this to life creatively with BUILT/Building Supplies on Demand. It was important to us that BUILT/ challenge the industry norms and deliver against saving builders both time and money throughout the customer experience.
Streamlined Identity system
The strong, simple graphic identity system is rooted in the online vernacular with the forward slash communicating the speed and ease of this digital-led brand.
The shape and angle of the forward slash gave way to a whole visual language that worked both in the digital world and within the brand experience. It gave us a powerful graphic identity system throughout the store and created simple, confident way finding.
Inspired by the angle we also designed a unique typeface for BUILT/ that looks streamlined and smart across all channels.
The traditional bricks and mortar building merchant identity is a world of primary colours and ‘heavy’ typography. We choose a colour palette that positioned BUILT/ firmly within the digital world. We also created photography guidelines for both product and advertising to set BUILT/ within a more aspirational, professional world.
Making every customer interaction count
We also worked with the BUILT/ team on developing service propositions, or moments of truth, in the customer journey with the aim of reinforcing the brand’s commitment to saving time and money. This included ‘Lock and Load,’ based on the click and collect model used on the high street. After ordering digitally, customers arrive in their vans to be directed to allotted bays, where staff wait with their items, ready to lock and load. We imagined the role of BUILT/ staff role as that of a pit crew, whose mission was to help customers get in and out as quickly as possible. This idea is reflected in their smart streamlined uniform design.
A fresh look at store design
We designed the branch’s on-site store using raw building materials such as concrete and chipboard, creating a fresh look for the sector that spoke to builders in a language they understood. In the on-site shop, the digital platform is embedded in chipboard combining the technology with the raw materials of the trade. To help customers adapt to BUILT/’s digital offering, the store environment had to feel familiar while also communicating the principal benefits of the service: saving time and money.
Setting the professional tone
Tonally we steered away from the overly pally, chatty stereotype of the current builders’ merchant and used language efficiently and professionally to deliver on the idea of saving time and money. The personality of the brand embodies the can-do spirit of the hard working entrepreneur builder. The tone is professional, smart, ‘always on’ responsive, and ‘job done’ efficient.