Strategic Brand for Manufacturer

Hardworking products for hardworking people.

Brand Project Overview

Turning an own-brand manufacturer into a brand house.

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 a market opportunity. Our Strategic brand for this manufacturer led to a period of rapid growth and a raft of industry awards.

DBA Design Effectiveness Awards 2017

Key Business Challenges

A game-changing product but unsure how to position it to retailers.

How might we create a compelling proposition?

A business in decline due to customers taking their manufacturing in-house.

How might they change the strategy to ignite growth?

Brand Process

Spending time with DIY professionals.

Senior team workshops.
1-to-1 interviews with European team.
In-depth user-research and shadowing of industry professionals.
Our design team spent time using the product themselves.
Shadowing the Polyseam sales team.
Store visits and buyer observation.
Product user observation.
Research calls to 75 trade professionals.
We carried out a detailed competitor audit.
Market opportunity analysis.
Reframing the challenge with a clear proposition.

Brand Strategy & Identity

Strategy shift from diversification to market development.

We proposed the product brand should extend to a range of products not just a single product (IPT), in order for the company to achieve its ambitious growth targets.

Brand Positioning:

Hardworking products for hardworking people.

Brand Identity: