Hard Working Products
Polyseam is a UK-leading manufacturer of own-brand sealants, adhesives and fillers. With a game-changing product to launch, they approached The Engine Room for a brand strategy and identity that would enable them to maximise their market opportunity.
The Business Challenge
With manufacturing being taken in-house by their customers, Polyseam’s business was in decline. In order to survive and grow, they needed to think differently about their revenue model.
Polyseam developed a new product named ‘IPT’, an adhesive and sealant in one that had the potential to create a completely new category in the market. The company was also keen to develop their own brand before launching their new technology.
Conducting in-depth, user-centred research, The Engine Room spoke to DIY and professional users about their product requirements, analysing their product selections in store and even filming them using the products. We undertook an intensive analysis of the sealant and adhesive marketplace and were met with a level of brand complexity, confusion and ‘clutter’ within the sector.
Tradesmen wouldn’t trust an all in one adhesive and sealant because they thought it meant a compromise on quality. With shelves stacked with ‘me-too’ brands all fighting for attention, there was a need to do something different in the market.
There was a clear opportunity to change the face of the sector and create a transformational brand, whilst communicating simply, clearly and impactfully. IPT didn’t work as a brand name; we saw this as a technology brand, so the name had to reflect the product.
With such impressive credentials in product manufacturing, The Engine Room recommended optimising Polyseam’s entire range of own product brands to remove the risk of just re-branding IPT.This played to Polyseam's strengths, expertise and capabilities, whilst increasing revenue and market share opportunity significantly.
The design was created to reflect the character of the sector, through its positioning statement: ‘HARD WORKING PRODUCTS FOR HARD WORKING PEOPLE’. We named the product range GRAFT, which comprised a number of sealants, adhesives and related products. IPT was retained as the technology brand and given its own identity to ensure clarity and differentiation.
The GRAFT brand, product packaging, point-of-sale materials, websites and literature were designed and produced by The Engine Room across four different languages.
- 22:1 revenue return on design investment
- 17:1 export return on design investment
- £1m increase in export sales
- 744% uplift in products sales revenue
"We feel that working with The Engine Room has put us in a position of real strength in the marketplace. They turned our original brief to them on its head and we have subsequently launched a new brand into the marketplace that has changed the face of the industry and repositioned our business with brand stand-out and gravitas.
It was like working with a partner, rather than a client/supplier relationship. The Engine Room challenged us positively every step of the way and we were impressed with how they combined their creative skills with a firm understanding of our company's ambition, goals and wider strategy to create a corporate brands that have given our business and our products a differentiation that is unrivalled."Dave Oram, Marketing Manager