Mass Concrete approached us because they wanted to build the Mass Concrete brand amongst key influencers in construction who were choosing other companies and materials for prestigious high-end projects – predominantly in Central London.
Our challenge was to elevate the perception of Mass Concrete and emphasise the uniqueness of the concrete products that they supply through a branding exercise and new website design.
Key to the new Mass Concrete brand positioning was the challenge to position 'concrete' per se, as a stylish and sophisticated alternative to other more traditional choices such as marble and granite.
To influence the market to consider concrete as stylish and sophisticated, we had to position the Mass brand as the leader in that market.
Our brand approach and methodology involved an 'immersion' phase where our brand specialists absorbed themselves into the Mass business, uncovering insights and key differentiators that would help to reposition the Mass Concrete brand within a highly competitive environment.
Our methodology included the facilitation of an away day with the Mass Concrete Senior Management Team to help extract and capture the true essence of what makes Mass Concrete different from both a brand and a product perspective.
In addition, we conducted regular visits to the Mass Concrete factory to discover insights and first-hand knowledge about how the product was manufactured on-site and transported to form imaginative structures created by architects and designers in London.
We positioned Mass Concrete as “Creators in Concrete” and by comparing the company’s outputs to unique works of art, we have significantly increased equity in the Mass Concrete brand and helped the business to secure more prestigious and profitable commissions.
We provided Mass Concrete with a brand book that would act as their definitive guide when using the brand in their marketing and we were able to provide a copy for our web development team when they started work on the Mass Concrete website.
Once the new brand positioning had been defined, it was time for our web design team to get involved. Using the new brand book for direction, they set about creating a new website for Mass Concrete on our own CMS platform that would allow their team to easily edit once live. This was particularly important as they wanted the website to showcase their projects which they would be updating regularly.
The main objective for the client was to link their projects with products, samples and news, so that if visitors knew of a certain project or product, then the website would direct them to find the projects, news and samples associated with it.
Photography and the visual styling of the website was a key consideration that directed our overall design, in line with the brand guidelines. Full-screen imagery that showcased the client’s brilliant designs was very important.
Once the templates were developed, it was a joint effort from both teams to populate the content on the website.