Brand Consolidation & Refresh
Marldon Sub Flooring
With a rich and dedicated heritage in providing solutions and products for commercial flooring projects, Marldon were looking to take the next step towards marking out their brand territory in the flooring industry.
Having grown and developed their range across sub-floor preparation and coatings over the years, Marldon was highly regarded amongst architects, specifiers and construction professionals, with a solid reputation for technical expertise and advice. With some tough competition and a maturing industry backdrop, it was time to consolidate and strengthen their brand position.
Marldon’s range had expanded to provide a truly end-to-end solution but we knew their value did not lie in product alone.
In an industry where every project has its own unique requirements and challenges, their specialist knowledge and tailored solutions were the bridge to a number of high-profile successful projects, such as The Shard and One Tower Bridge.
‘Trust in Every Step’ was the result of an audit of past commercial projects, customer experiences and survey data that consistently highlighted the need for trust and guarantees, not only in the performance of products, but also the technical support to get the very best out of the solution.
Aside from a proposition adjustment, the brand and styling was modernised and elevated to project their confidence, quality and focus. We created a comprehensive ‘brand book’ of design and style rules to bring clarity and consistency to the brand which was then rolled out across all creative assets. Packaging in particular, that had previously drifted creatively over time across the portfolio, now benefited from the new brand alignment, with a new striking and consistent look and feel. Equally, advertising campaigns and collateral had a compelling story running through it, moving away from lists of features and benefits, and closer to the results-driven, value-added proposition Marldon customers expected.
The modernised version of the brand was a hit with key stakeholders and customers alike who appreciated what a huge difference it made without losing the essence of what they had already built.