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B2B brand case study

Surface, designed.
Brand Project Overview
With a rich history of trade sign manufacturing and material distribution, family-owned William Smith Group is one of the oldest established companies in the UK.

So, when they needed to take a new vinyl product to market - in the more unfamiliar world of high-end interiors – they approached The Engine Room to explore a brand strategy for their B2B business.

Key Business Challenges
Launching a new product to a different audience.

How might we get the proposition right?

Quickly create a solid partner network to help deliver projects.

How might we give them the tools to sell?

No brand presence in a high-end, design-led market.

How might we create a brand that resonates?

Brand Process
Review sessions to understand the products and audiences.
  • Strategic review with the senior team
  • Shadowing product demos
  • Customer interviews
  • Audience personas
Brand Strategy
Experts in visual.

A new group House of Brands architecture to accommodate three brands underneath one overarching proposition.

Creation of a new brand targeting the interior design and architecture sector with a goal to generate demand for high-end decorative vinyl finishes.

William Smith Company Structure
Experts in Visual Proposition
Interior design image
Surfaced Designed Strap line Graphic
Brand Identity
A new brand identity – Architextural.
  • Naming and visual identity
  • Branded assets including website and 'lookbooks'
  • Sales tools and materials for their partner installer network
  • Campaign creative for the ‘A-team’ partner network recruitment
  • Social media content and campaign development
The Outcome
Within the first 2 years of launch...
- Turnover reached £2m from a standing start.
- 500+ installers registered in the A Team.

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