Builders Rebrand
Builders, within the DIY hardware retail market, required brand revitalisation in order to remain sustainable within an increasingly digitised world.
Keeping a heritage brand relevant.
Services:
Brand Audit
Brand strategy
Brand Identity
Environmental design
Retail communications
Signage design
The retail landscape has undergone a significant transformation over the past decade. Driven by technological advancements, AI and evolving consumer preferences and resources. Educated consumers, with access to more information and online alternatives, have begun demanding greater value and eco conscious options.
Challenge:
To develop a distinctive, single minded, insights driven brand strategy that would lead to integrated solutions and a deep understanding of the brand and its relevance across new audiences and segments.
Approach:
Introducing the evolved identity: your beacon for DIY excellence. Your go-to guide for home improvement projects and life hacks. .
Identity:
Ensuring we have a clear and easy to digest brand strategy that everyone understands, is engaged with and implements within their various roles. With set guidelines for implementation unique to target markets and channels.
Communication:
We used spatial design principles to influence in-store navigation, through wayfinding systems and graphic presentation, in order to improve the sense of comfort and information for the customer.
Store design:
Our brand style guide provided a builders beacon to ensure consistency and quality, defining visual identity, tone, messaging and usage. It serves as a reference for stakeholders, promoting scalability, efficiency and governance.
Brand style guides:
The initial audit on Competitive Home Décor provided input for the Builders Home Décor strategy. The introduction of home improvement and building supplies categories grew this business to a R12 billion market leader, with annual growth of more than 11% in the new categories. In 2021, the continued demand for DIY boosted Builders Warehouse sales, 39% higher than the previous year. The Builders chain continued to show double-digit sales growth. In 2022 Massmart commenced the process of expanding its Builders chain footprint by 50%. A compelling, evolved brand along with a strong business strategy and committed stakeholders, ensures the continuation of this success story.
Return on Investment:
What our client said:
Hitchcock Michalski initially worked with Builders in defining our Home Décor strategy. From the outset they exceeded expectations and delivered a strategy which was insights driven and provided us with a strategy which could deliver given the economic environment as well as the competitive landscape in South Africa.
Following this we commissioned a 360 brand audit. What I appreciated most was that Hitchcock Michalski were brave enough to present us with the hard truth of how our brand was being portrayed through the line. It gave us a foundation to embark on the journey of crafting a future fit visual language which is relevant and timeless.
Fiona and team always deliver superior work which shows an in depth knowledge of marketing strategy, design philosophy and building a future fit brand. They take time to understand us as a business, our industry and the global context. They care enough listen actively, always show up with an inquiring attitude and always deliver way more than we asked for. Their enthusiasm for their craft is infectious and I look forward to many more projects partnering with Hitchcock Michalski.
Janet Booysen,
Marketing Executive, Builders