Keymer has been making roof tiles since 1588 and wanted to improve the perception of an already powerful brand to widen its reach to a younger, more tech-savvy demographic.Â
Wienerberger
Branding strategy, Web development
The objective of the project was to improve the perception of an already powerful brand and widen its reach.
This would establish Keymer’s prestige in a market saturated with cheaper and less authentic imports, whilst increasing its market share and volume of Keymer tiles sold.
This was against the backdrop of a very challenging supply chain, suppressing capacity and increasing pricing. Expectations needed to be carefully managed to avoid harming the brand’s reputation.
During discovery, we suggested to achieve Keymer’s objective, the brand proposition should be explored to understand whether the existing brand identity could actually achieve this.
After thorough audience and industry research, Keymer can play a crucial role in the construction of a more beautiful contemporary Britain, while still honouring its past.
Our approach combined modernity and authenticity to create a sense of confidence, warmth and human.Â
Keymer has the opportunity to position themselves as timeless, classic and future-proof against imitation.
To become the ‘Aston Martin’ of handmade roof tiles – an aspirational heritage brand that’s moving with the times.
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The logo design is based on the first original English typeface, Caslon (designed in 1722), to create a beautifully handcrafted typeface for Keymer.
Colours were inspired by products as well as the British countryside. We created a brand toolkit and guidelines which oozed the missing ‘high-end product’ feel.
A two-day location photoshoot was arranged at the Ewhurst Factory in West Sussex to capture the tiles being made within a real environment.
The key to the website was to create a site that appealed to the next generation of architects to include an ecommerce ‘shop’ for samples.Â
Keymer can become a catalyst for Britain’s architects to push creative boundaries by restoring and designing some of Britain’s most iconic buildings.
From this we constructed the brand proposition and brand essence.
Creating a new British history
The brand has seen a 41% increase in brand engagement in the last six months.
The website’s bounce rate decreased by almost 10%, and the amount of content viewed increased by 11%.
Identified keywords have jumped several places sitting comfortably on page 1 and their audience have actually started to show-up on their online CPDs.
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