Strategic brand for manufacturer
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.
They created a game-changing product but were unsure how to position it to retailers.
How might we create a compelling proposition?
A manufacturer in decline due to customers taking their manufacturing in-house.
How could they be re-position for growth?
- 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.
Our insights and findings led to the recommendation of a shift in strategy 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.
- New name - GRAFT.
- New IPT technology mark.
- New product architecture.
- Design of packaging across the range of 22 products.
- Design and build of a new website.
- Sales support literature.
