Brand strategy for B2B

Surface, designed.
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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

Person being trained in Architextural film application
Interior design image
Surfaced Designed Strap line Graphic
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 Group Architecture
Experts in Visual Proposition
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
While the business is still in its infancy in 2022.

- Turnover hit over £2m in sales and on target to reach £5m in the next 3 years.
- 500+ installers registered in the A Team.

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