Bradfords Building Supplies
Once a family run business, today Bradfords employs more than 1000 staff at 40 sites across the UK. With the integration of timber merchant, tool hire, plumbing and kitchens and bathrooms it had become the destination for builders from DIYers to national construction firms. What was needed was a brand refresh to fully integrate the businesses.
gt&i put strategy first, working with the Head of Marketing to define a clear and simple brand proposition, ‘Trusted by Trades since 1770’. The brand and positioning speaks of the long heritage on which trust is built. Trust that the organisation will deliver – literally – that the staff are experts and that they will go that extra step.
The brand was rolled out across stores, vehicle fleet, staff uniform with all design and supporting photography led by gt&i.
Brand. Brand hierarchy. Strapline. In-branch roll-out.
Long before Exeter had set its sights on the silverware it was supported by Bradford’s group giving the business a strong West Country presence, print and TV exposure and hospitality for larger corporate clients.
Brand application. Public Relations.
As can be seen from the visuals Rewards is a big campaign and one that is loved by the trades. With the campaign design delivered by gt&i ensuring stand-out in-branch and on-line this went on to be the most successful campaign to date re-activating dormant accounts and delivering a significant increase in expenditure.
Creative. In-store collateral. OOH & Radio.