Architects, Landscape Architects, Developers, Housebuilders, Homeowners, Installers and Merchants. These are the multiple audiences which Brett has to engage with. However, Brett has two challenges to overcome; its competitor Marshalls, and its lack of visibility in the market. On the flip side, Brett products and services are either equal in quality if not better than Marshalls, but it’s the brand look and feel, the lack of tone of voice and complicated website that’s really letting Brett down. Requirements then; to create a new brand look, include a tone of voice, build a new website and launch it all with a campaign to catapult Brett back into the world of paving.
Utilising a focused strategy, we built a personality and a purpose around the Brand based on its family-run credentials, reliant and knowledgeable staff, premium quality and value-for-money products and the impact all of these factors create together to deliver incredible outside spaces.
The resulting creative utilised the grid formation of the existing logo to facilitate maximum recall. All imagery was overhauled to showcase more dynamic, current projects. Tone of voice was developed to engage on all audience levels whilst remaining true to the brand and visual treatments, and the website was rebuilt and simplified for both consumer and commercial markets. The campaign line repositioned Brett as a serious contender in the outdoor paving industry, while at the same time providing customers with the knowledge that with Brett on their side, anything is possible.