The brand, PermaRoof, had acquired a number of businesses and expanded it’s offering over the years. Yet, continued to lead with the PermaRoof brand which became a confusing message to customers. There was also a lack of consistency or unity across the brand identities.
PermaRoof decided that it needed a re-think on how all its different products could tie together under one umbrella. It needed to be clear to the customer that all of these areas came under the same company, even when they were being marketed as standalone products. Cartwright Communications assisted PermaRoof in reaching this goal by leading the rebrand.
A cohesive brand family was ultimately created, that utilised distinct colour coding for each subsidiary to bring it up to contemporary standards and set itself apart from competitors. A range of social media templates were also designed to ensure each subsidiary really ‘pops’ on the PermaGroup social channels.
“Earlier this year, PermaRoof decided that it needed a re-think on how all its different products could tie together under one umbrella.
We explained to the Cartwright team that it needed to be clear that all of these areas came under the same company, even when they were being marketed as standalone products. We knew the end goal but were unsure how to get there, which is why the project was taken over by Cartwright Communications.
All the product category logos were redesigned, with a colour scheme that reflected the product but also made it clear they came under one brand. They were all then displayed under the flagship company PermaGroup, with a write up on how we provide ‘permanent solutions to age old problems’. This means there is a solid, clear storyline behind each category, which also helps cross-sell each brand.
We were so pleased with the results that we decided it should also have its own website, so the picture was clear for all to see, and we now use this new branding across all our marketing.”
Adrian Buttress – Managing director