A whole new, brilliantly comfortable retail concept for
G Plan


Aggregate Industries (AI) one of the UK’s largest manufacturer and supplier of construction materials and products. In an industry full of large faceless organisations, AI wanted to stand out with a distinctive brand identity that conveyed its ‘At the heart of construction’.

Shaping Buyer Behaviour

Behavioural insight: Making a personal connection always matters, irrespective of what you are selling.

Firstly, we identified just how important AI’s people are in ensuring that it is constantly at the heart of construction. By taking the triangle shape from the logo and showing people inside it, we created a key brand asset that would become a fundamental part of the new identity.

A warmer more personable visual style was created that firmly placed the people in the centre of what AI does. We also introduced a wider variety of colours leading to a more vibrant and distinctive style than competitors.

The warmth of the visual assets was matched by a new tone of voice that sought to be more open, confident and collaborative. We recognised that even in a B2B world, relationships are people to people and therefore AI’s verbal style strikes the right balance between professional knowledgeable and still real and approachable.

The roll out of the revamped identity was carried out online and through AI’s LinkedIn and Twitter channels.

Driving Success

The concept rolled out in over 20 gallery stores and in a difficult trading year sales volumes have increased per store between 5% and 50%!

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