Brand Strategy & Development

MacBlair

Engaging the company’s trade customer as well as extending its appeal to consumers.

MacBlair Brand

YOUR LOCAL BUILDERS’ MERCHANT

What We Did

Brand identity

Print design

Press & outdoor advertising

Vehicle livery

Web & digital design

The Challenge

Following a period of recession within the building industry, MacNaughton Blair reconsidered their branch strategy in order to drive new business to their network. This involved repositioning their offering to a wider customer base that included the public. They transformed their branches, product stock and service mentality and their challenge to us was to communicate this change and to create an identity that defined this new offering to both Trade and Consumers in order to drive growth.

Our Approach

Our team worked with the client to understand where the company was positioned currently, what they offered to their two distinct target audiences, and the steps that needed to be put in place to move out of recession and beyond the competition.

Taking inspiration from other retail sectors and online businesses, we developed a new MacBlair brand that was all about service. We worked with the client to change the staff culture in line with the new proposition and the ‘Here to Help’ initiative was developed and presented to staff throughout the branches, to embed the new culture and focus on the customer. A comprehensive strategic plan has set the company apart locally and differentiated it as innovative within the larger Grafton Group.

Livery Design
Art Direction
MacBlair Lorry Livery
Art Direction

 

 


MacBlair Photography
MacBlair Photography
MacBlair Bags
MacBlair Promotions
Point of Sale
Magazine Advertising