New in This Week: Brand Identity and Website for a family building company
We first met Heather and Alastair Musselwhite a couple of years ago at a business exhibition. They have a thriving building company which has been established for over 50 years (and has a glowing reputation), but their brand was looking a bit - well - tired. After a thorough Ditto re-brand, I'm proud to share their new look brand and website with you.
Introducing Musselwhite Builders
Musselwhite is a family-run building company established in 1962. Now with the third generation of Musselwhites at the helm, the company still trade on the same values that the company was started with - honest, friendly service and quality workmanship. The Musselwhites have done a fantastic job at keeping their skill set bang up to date, and in the period that we've been working together, Alastair has attended more courses and gained more skills than I care to mention. Needless to say, they know their stuff - and are some of the most trustworthy people you could wish to meet.
And the challenge?
Rebranding a company which has been trading for so long is a fantastic opportunity, but their is often a hesitancy to stray too far from the existing identity. Luckily, Heather and Alastair were very open to ideas and we worked together very easily.
In a relatively crowded market place, it was essential to convey the values that Musselwhite trade by. Keen to establish that they're not just 'any old building company', we needed to refresh the brand to reflect their modern approach while maintaining their family values. Musselwhite work with a mix of schools and hospitals as well as domestic customers, so we needed to create a look that would welcome both ends of their market: corporate enough to impress larger clients while emulating a friendly feel to engage the domestic market. This is the final design for the logo mark (which, I have to say, looks absolutely fantastic on the polo shirts that the guys wear!):
The blues and greys give this look a corporate edge, while the mustard yellow softens it to a more gentle tone. The typography used has some beautiful shape to it; authoritative, yet friendly.
And so to the website...
Here's the existing site, which had been untouched design-wise for quite a while:
We knew that one of the big challenges with the website would be to get the imagery right. The existing website contained amateur shots of the guys at work, which left room for improvement. We carefully selected a range of photos which were softly lit and conveyed a handmade, people-orientated look. Having spent time dissecting the websites of other builders with Alastair (we always recommend you check out what the competition is up to - it'll help you to differentiate with your own advertising), we found that builders' websites were generally packed with fairly uninspiring photos of people at work - and while these photos might be quite relevant to other builders, but to a prospective customer they mean nothing.
Of course, the copy was re-written with SEO in mind to optimise their performance on search engines - and written to appeal to the Musselwhite's target market. And to the big unveil: here's their new site!