British Ceramic Tile was within the final stages of a brand refresh when I joined the company as their in-house graphic designer. My role was to be the brand custodian and ambassador for all things visual across the business, B2B, B2C and internally.

The rationale for the rebrand was to engage and support the following market conditions. Retailers drive the activity, price driven, crowded market, unfamiliar purchase, little differences between products, nobody is seen as a function not aspirational in their home.

As such this exercise was all about building British Ceramic Tile, brand recognition, to introduce a promise of consistency and quality, an emotional attachment, a means of differentiating and adding value to a commodity.

The first project I was set was to redesign and develop company literature and promotional material, such as, brochures, Press/Trade advertisements and company merchandise. See a few examples here.

The benefits of doing this creates loyalty and builds trust. Commands a higher price point, influences choices, separates the company from the crowd, unifies company thinking internally and allows the company to grow and improve our margin. Of which it did. unprompted brand awareness rose from 0% to 2% within 6 months.