For Tarmac Mortars and Concrete products, a new visual design language and tone of voice countered negative associations with road surfacing material.
To generate greater awareness of Mortars and Screeds within its sector enabling Tarmac to compete more effectively.
An in-depth focus group revealed that customers were confused and deluged with heavy technical information. While important for specifiers, it did little to help reach new customer markets and explain in simple terms the product range, availability, and application.
Acceptance of a new graphic design ‘language’ and tone of voice for communication together with commissioned photography became core to the solution.
Strong creative design, a combination of high-quality print, coordinated point of sale and a national advertising campaign delivered a dramatic change.
With 32% growth success in the first year, this approach became quickly adopted by many of the other product businesses.
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