Transforming Bradstone from traditional brand to brilliant brand
Reinvigorating the Bradstone brand to create a stronger emotional connection between customers and their outdoor spaces.
Using our unique behaviour-first approach, we found that to many people, their gardens are more than just a space; they are an extension of who they are and the lifestyle they lead.
Bradstone, being the potential enabler in this relationship, was identified as there to facilitate this lifestyle and help make people feel great.
Our brand strategy is built on the promise that anyone and everyone can create their own greatness in their outside space by turning them into amazing spaces. Positioning the brand as the home of show-stopping outdoor spaces captures this belief - a garden is not just a space but a stage to shine and feel great.
The campaign idea, “Create your great outdoors,” puts the emphasis on how people feel in their gardens.
The campaign sees big, bold, and irreverent garden scenarios being the result of a Bradstone transformation. There’s humour and personality to connect with the audience better and build brand memorability.
The brand identity has also been optimised for memorability, courtesy of a brighter and more distinctive colour palette, a warmer tone and personality and a photography style that is unique in the category.
The campaign goes live in July 2024, via OOH, radio and paid and owned social channels, with media planned and bought by Essence Mediacom.
Jen Monaghan, Senior Marketing Business Partner at Bradstone said “The Behaviours Agency immediately grasped our new vision for the Bradstone brand. It was reassuring that they had the same desire as we did to inject meaning and desirability into what was a tired and neglected brand. As usual, their understanding of behaviour came through in the development of the strategy and whilst we saw several excellent brand ideas, Create your great outdoors stood out immediately for its cultural relevance and how it captures the emotional pull of your outdoor space”.
