Grafton GB
Building brand architecture for growth

Brand Challenge

Grafton GB had gone through a significant period of acquisition culminating in a stable of over 50 brands, many with regional bias. With a growing focus on digital and requiring greater return on marketing investment the Grafton executive team set out on what they described as “a journey of discovery.”

Transformation

Our role was to:

  • Lead a customer-centric review of Grafton GB

  • Collaborate with the Grafton executive team and Grafton plc CEO

  • Manage and procure six-figure research and segmentation project

  • Develop the new brand architecture including recommendations for new brands

  • Communicate the strategic plan across the entire business - the HR executive was part of our team

  • Develop the strategic design direction of Grafton GB brands - consumer and trade

Outcomes

The 18-month process resulted in:

  • New business strategy

  • Consolidated brand architecture

  • Brand strategy for 15 core brands - client brand model

  • 10 audience segments

  • Brand Identity and guidelines for master brands

  • Naming & creation of new b2c brand and launch across retail & digital channels

  • Naming & creation of 3000 SKU own-label range

Organizational chart of Grafton UK plc showing subsidiaries, brands, and products across various business sectors including Implants, Brands, and Business divisions, with a hierarchical structure indicated by red lines.
List of different types of bases in construction or utilities, including BuildBase, PlumbBase, ElectricBase, PaintBase, and HireBase, on a red background.
Three business cards for construction materials companies, with red and white color scheme, displaying the names Electric Base, Build Base, and Hire Base.
Tablet displaying a document titled "BASE Guidelines Ver 2.0 July 2015" against a red background.
Red tri-fold brochure for construction and electrical supplies on concrete floor, featuring photos of three men in work uniforms, with sections about building materials, hire equipment, and electrical supplies.
Red delivery van with Buildbase branding parked on street with a mural featuring images of two men in work uniforms and a tree on a concrete wall in the background.
Red box packaging of SureGraft Elite Taps with an illustration of silver bathroom taps, placed on a red surface with a shadow cast below.