Established since 1884, George Barnsdale has been manufacturing high-quality timber windows and doors for both commercial and domestic clients.
With over 70% of the products created featuring in period properties, the business has a strong traditional pull. Juxtaposed is the state-of-the-art technology used in the manufacture and finish the products. Not only this, but the staff in the business have exceptional levels of experience and knowledge in the creation, supply and fit of almost any style of timber window and door.
Our challenge was to use this insight to evolve the brand identity, to rationalise the communication strategy and create the collateral required to engage two extremely differing audiences.
Although the business had been going for over a century, there was limited genuine insight from clients. Qualitative research using in-depth telephone interviews was used to generate a picture of how its core audiences perceived the organisation. The findings formed part of a day-long workshop with key stakeholders that put the business under the microscope and analysed its activity from multiple perspectives.
The outcomes of the workshop were significant and highlighted the need for George Barnsdale to change its processes to fully engage the domestic market, which was receiving an inconsistent service compared to commercial clients.
The business recruited new staff members to oversee the management of this client group and implemented new KPI's to ensure customer satisfaction improved.
The identity was evolved to present the business as more modern and contemporary while upholding its traditional values, and was rolled out across all marketing collateral including a fully responsive site.
The brand workshop process allowed us the freedom to explore perceptions about our key strengths and perceived points of difference. The outcome from the workshop has enabled us to align our brand vision and business model and, as a result, the brand is now where it should be – at the heart of everything we do.
Amanda Chesson - Marketing Manager, George Barnsdale