Brand strategy driven by simplicity for simply paving

The problem...


Simply Paving is a leading online supplier of paving products and accessories direct to consumers as well as to the trade. We were asked to give the Simply Paving brand a new lease of life to help optimise the customer buying journey of paving.

How we solved it...


Research showed that most consumers buy paving infrequently, so there was a lot of confusion around what and how much to buy, and how to install it. Online paving buyers are looking for a brand that will make it simple and easy for them. Likewise the trade are totally dependent on their supplier giving them a simple, dependable service – ie being flexible, reliable and willing to solve problems to ensure their projects can be completed efficiently and successfully.

At the beginning we carried out a competitor analysis and brand audit. We then applied the insights from this to our BE.CREATE Behavioural Opportunities Model. Out of this we identified that the term ‘simplicity’ resonated with the audience’s needs as well as a desire for authority. Using the authority bias, we leveraged the trust and recommendations of the Simply Paving experts. These shortcuts  are integral to making the whole experience easier.

With all this in mind it was important to create a proposition that emphasised the straightforward process and expert knowledge of the team, which is how we landed on the ‘simplifiers of paving’.

Creative Outcome...


The Simply Paving team, with their new roles as the ‘Simplifiers’ were given prominence on the website, featuring within the About Us page that celebrates their role and what they simplify for the customer.

When it came to the branding, we evolved the current logo by introducing a new bolder palette of colours that would differentiate Simply Paving from the competition. The orange was the right mix of simplicity and value, with accompanying ‘earthy’ colours to reference sub-base and paving.

Success...


The new website launched in January 2019, so at the time of writing it is too early to report any results.