Strategic brand for manufacturer

Hardworking products for hardworking people.
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Brand Project Overview
Grand Prix Winner

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 award winner
Key Business Challenges

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?

GRAFT Strategic brand for manufacturer
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 - The Headlines

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.
GRAFT Strategic brand for manufacturer
GRAFT Strategic brand for manufacturer
Brand Impact
GRAFT Strategic brand for manufacturer

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