This project was instigated by our knowledge of Polypipe, its current markets, and its potential future markets. Given that the acquisition of more businesses was outside of the Group’s main plastic pipe and drainage offering, SLG was tasked to undertake an in-depth review of the business at large to discover the real objective of the Group, and to investigate whether the brand of Polypipe accurately represented the business across the Group.

We developed a strategy which included in-depth internal research of the Group and all its businesses. Interviews were set up to collate information regarding the name Polypipe and what it meant to external stakeholders. And so, the name that was synonymous with plastic pipes and drainage for more than 40 years – changed.