Momentous brand invigoration for leading construction products group





The Challenge

Despite being recognised for having some of the best-known brands in construction materials in their roster of clients (including Kitsons, Penlaw, Steadmans and CMS Danskin), SIG had seen tough trading years in 2020 and 2021, with mixed results across the brands in its portfolio.

They reached out to the team at SLG in the hope of delivering a unifying proposition, and a revised group structure to help take the business forwards as it pursued sustainable growth from its core markets in the UK.

SIG 22 002 Brand rule book v5 scaled

The Solution

 As part of a stakeholder engagement process, SLG engaged with those that buy construction products both from SIG and other distribution and merchant brands. We wanted to understand their motivations, their perceived benchmarks and what they value most. We also set out to know if they see SIG as a specialist in terms of product types, categories, and applications that its current brand presented.

Extensive research led us to produce three key recommendations for SIG going forward:

1. The fundamentals of SIG UK must be established

2. SIG requires an endorsed ‘House of Brands’ structure

3. Review the use of brand


The Result

From here, we created a series of brand guidelines and asset usage guidelines for staff, demonstrating across all media (including internally and externally at branch level) how the myriad brands would work together in a much more cohesive way. These were then rolled out across the SIG business to be cemented across every facet.

Overall, the research conducted throughout this project was robust and clear. while it challenged the board, there was every thought given to how to implement the recommendations in a way that was practical and commercially sensitive, as evidenced in the guidelines.

SIG’s much improved market performance is positive proof of the commercial effects that the research’s recommendations have had, with the business out-performing expectations and rivals.


Increase in share price


Increase in like-for-like sales


Gross margin


Net Promoter Score