Brand identity refresh and updated design execution across multiple customer touch points.
Stripypaint was contracted to review Northern Ceramics brand identity and application of the brand across the various customer touchpoints within the organisation from the website and digital marketing channels to printed literature and company livery. The company had made progress by recently creating an e-commerce website and began the engaging more on their social media channels, but how would this be managed moving forward? What would the message be to their current and new customer base?
To begin the brand identity development we conducted a full brand audit in the discovery phase and used our Brand Design Process. We worked with the team at Northern Ceramics to understand the needs of the customer, clarify our ideal customer profiles, define the brand attributes and gain consensus within the organisation on the brands value proposition. Northern Ceramics Ltd have been trading since 1999 and it was important to carry the goodwill of the customer base the company has already established and to be true to the businesses internal values as a family run business.
Various versions of the brand identity had been used over the past few years. As the company continues to grow into new markets and service areas it was seen as the right time to review the older applications of the brand and solidify the visual communication language moving forward.
Working with the team at Northern Ceramics various options for the new brand identity were explored, but in the end it was decided to preserve the structure of the original brand concept - something that was instantly recognisable to the current customer base and that was integral to the story of the companies growth since 1999. Once we had designed the new brand identity we implemented the updated artwork across the full range of customer touchpoints creating a visible consistency of brand identity and messaging. The company is expanding year on year, not only supplying and delivery high quality tile products but also growing its share of the tile design market working on large scale bespoke commercial jobs, continuing to demonstrate the companies true passion for the sector while maintaining a family run atmosphere and customer focused experience.
The newly designed logo and branded materials provide a clean visual and modern application of the identity that is now consistently applied across all visual assets as the company continues to grow from strength to strength.
