Transforming the category with a new challenger brand
- Brand Strategy
- Brand Creation
- Tone of Voice
- 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.
SETTING A PROFESSIONAL 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.
conversion rate through marketing materials across omni-channel purchase paths
Achieved net promoter scores of high 80’s in a very traditional sector