Built/

Transforming the category with a new challenger brand

  • Brand Strategy
  • Brand Creation
  • Messaging
  • Tone of Voice
  • Design
  • Uniform and launch collateral
  • Store design

The build­ings sup­ply sec­tor is the last bas­tion of a tra­di­tion­al, slow and inef­fi­cient ana­logue expe­ri­ence. Com­pe­ti­tion was com­ing from the likes of Ama­zon and eBay, so Travis Perkins approached us to shape the future via the cre­ation of a new dig­i­tal­ly-enabled chal­lenger brand, allow­ing their cus­tomers to buy across every channel.

Aimed at a new breed of dig­i­tal native builders we posi­tioned BUILT/ as an effi­cient pro­fes­sion­al, cre­at­ing a dis­tinc­tive brand expe­ri­ence around valu­ing their time as well as mon­ey. With dig­i­tal at the heart of the brand and iden­ti­ty, this upstart is now a tru­ly rel­e­vant omni-chan­nel business.

We get a lot of pos­i­tive remarks about the cred­i­bil­i­ty of the look fo the brand. It looks seri­ous and works across all ele­ments of our depot and web­site. We’ve now got a tru­e omnichan­nel iden­ti­ty that works well across the kiosk, in print, in the real world and online. That was a huge chal­lenge – and is now a huge success.

Nick Thomas Managing Director, BUILT/

YOUR 24 HOUR BUILD­ING SITE

We bought our propo­si­tion to life: The 24-hour build­ing site sav­ing you time and mon­ey’ with a short­hand strapline, BUILT/ Build­ing Sup­plies on Demand.

To avoid alien­at­ing tra­di­tion­al builders, we cre­at­ed both dig­i­tal and phys­i­cal cus­tomer jour­neys. New dig­i­tal tech ele­ments were anchored in the famil­iar by using build­ing mate­ri­als to house screens. BUILT/, want­ed their cus­tomers to buy across every chan­nel mak­ing them a true omni-chan­nel business.

The build­ing sup­plies on demand idea from ODA was a stroke of genius because it real­ly encap­su­lat­ed what we were try­ing to go for and we have led with that from the start. 

Nick Thomas Managing Director, BUILT/

SIN­GLE-MIND­ED BRAND IDENTITY

BUILT/’s for­ward slash roots the iden­ti­ty sys­tem in the online world imme­di­ate­ly, sit­ting well along­side oth­er well-known dig­i­tal brands, while the shape and iconog­ra­phy work in both phys­i­cal and dig­i­tal spaces.

STREAM­LINED IDEN­TI­TY STSTEM

We cre­at­ed a set of strong brand iden­ti­ty ele­ments to work across all phys­i­cal and dig­i­tal touch­points. This iden­ti­ty sys­tem fea­tures through­out the store, high­light­ing the effi­cien­cy of the ser­vice. Inspired by the angle, a unique type­face for BUILT/ 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 and cre­at­ed pho­tog­ra­phy guide­lines for both prod­uct and adver­tis­ing to set BUILT/ with­in a more aspi­ra­tional, pro­fes­sion­al world.

We put dig­i­tal at the heart of the brand and iden­ti­ty design­ing the total brand expe­ri­ence as a tru­ly omni-chan­nel business.

To avoid alien­at­ing tra­di­tion­al builders we cre­at­ed two cus­tomer jour­neys: dig­i­tal and phys­i­cal. We also anchored the new dig­i­tal tech ele­ments in the famil­iar by using build­ing mate­ri­als to house screens.

MAK­ING EVERY CUS­TOMER INTER­AC­TION COUNT

We also worked with the BUILT/ team to cre­ate brand ser­vice propo­si­tions in the cus­tomer jour­ney focused on rein­forc­ing the brand’s com­mit­ment to sav­ing time and money.

The new Lock & Load is 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 the pit crew wait with their items – ready to lock and load.

THE BUILT PIT CREW

We imag­ined the role of BUILT/ staff as that of a pit crew, whose mis­sion was to help cus­tomers save time and mon­ey by get­ting cus­tomers in and out as quick­ly as pos­si­ble. This idea is reflect­ed in their smart, stream­lined BUILT/ pit crew’ uniform.

A FRESH LOOK AT STORE DESIGN

To help cus­tomers adapt to BUILT/’s dig­i­tal offer­ing, we used mate­ri­als famil­iar to our core audi­ence while intro­duc­ing dig­i­tal ser­vices to save time. Recog­nis­able raw mate­ri­als, such as con­crete and chip­board fea­ture through­out the ware­house and offices.

SET­TINGPRO­FES­SION­AL TONE

Tonal­ly we steered away from the over­ly pal­ly, chat­ty stereo­type of the cur­rent builders’ mer­chant and used a tone of voice that focused on friend­ly effi­cien­cy. Using punchy yet pro­fes­sion­al lan­guage, com­mon with the trade, to deliv­er on the idea of sav­ing time and money.

200%

con­ver­sion rate through mar­ket­ing mate­ri­als across omni-chan­nel pur­chase paths

80+

Achieved net pro­mot­er scores of high 80’s in a very tra­di­tion­al sector