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Grant Westfield needed an elevated message and a simplified brand structure that screamed quality.
Grant Westfield offers a complete design, manufacturing and installation service for washrooms, laboratory and flooring systems across the UK and Europe. With its history dating back to 1881, the company has an enviable reputation and years of expertise behind them, having worked with architects, contractors, designers and suppliers on high profile projects and winning prestigious awards, market recognition and record achievements in quality control.
Priding itself on all of the above, as well as the ability to effectively partner with all parties to ensure project objectives are delivered on time and to budget, Grant Westfield approached The Engine Room for a complete brand overhaul and business development project. The company recognised that they were not conveying strong enough messages to solidly communicate their enviable experience, ability and rich history. With the core business focusing on the design, manufacture and installation of thousands of products, Grant Westfield needed an elevated message that screamed quality and a simplified brand structure that positioned them at the top of the market at a position they have truly earned.
The Engine Room worked closely with the Grant Westfield management team in Edinburgh to carry out our in-depth insight process uncovering their directional growth aspirations. This research helped us to pinpoint fundamental company values, supporting us in creative direction, the development of their core brand and its major messaging platforms.
The design of the new Grant Westfield brand and naming architecture brand was a culmination of over 9 months of insight work, research, strategy and brand development. The Engine Room worked on a proposition that builds on the company’s heritage, craftsmanship and robust manufacturing and service credentials, clearly communicates their product offers and presents a sector-focused approach to their audiences. Messaging is underpinned by the strapline TRANSFORMING SPACES SINCE 1881.
We established the following key values for the Grant Westfield brand;
- High end
We created a focused brand architecture system, clearly differentiating Westfield Washrooms, Westfield Laboratories and Westfield Flooring, providing a platform for simplicity and clarity.
After working up new designs, one concept was chosen for development. We distinguished that Grant Westfield and all of their products should be seen a mark of manufacturing excellence, therefore gave them exactly that; a stamp of approval that could physically be embedded into their process. The new ‘W’ symbol was etched across a new website design and build, company brochure, stationery, vehicle livery and internal communication templates.
Grant Westfield now has the highest level of design to match the company offer and reflect their substantial role in the industry. Proudly and effectively conveying their British manufacturing processes, service reputation and historic craftsmanship, the entire spectrum of new brand communications will ensure they stay at the top of their field for many more years to come.
"The rebranding experience with Engine Room from start to finish was an excellent experience and a lot easier than anticipated. The Engine Room team made everything easy, communicated all the time and paid great attention to detail throughout the rebranding exercise. They took time to understand our complicated business and produce a brand, website and literature which now sit at the top end of our market.
Already we have received more enquiries from external customers in the last two months than we had in the past two years. We would not hesitate to use The Engine Room again in the future."Craig Reid, Director of Contracts