When market-leading dumper truck design and manufacturer Thwaites began to question customer perception of its brand, they didn’t have to look far for help in finding the answer. With extensive research confirming their fears, Pyramid intuitively responded, bringing new life to the company’s look and feel.
It’s all about asking the right questions
In many cases the simplest solution delivers the best result, so initially the agency carried out detailed qualitative research both with Thwaites customers and their distributors. Results clearly showed that the company’s core values of high quality engineering, friendly and professional service and prompt support were all strongly reinforced. However, in a market where a lack of distinction can mask real differences in quality and service, perception of the Thwaites brand no longer reflected their position as market leader.
A time for change
The results were presented to the client’s senior management team and subsequently the creative process began. Based upon an assessment of competitive marques, the team responded with a strong, distinct logo style, built around a bespoke typeface and richer, more unique colours. Further distilling this new identity a distinct house-style of photography, promotional literature, advertising and vehicle livery were quickly brought to life.
The beginning of a new era
Thwaites were delighted with the result, heralding the start of a new era for the company, reflecting major product developments and the desire to promote a modern, proactive and innovative ethos. Their Head of Marketing commented, “The Pyramid team have played a major part in ensuring Thwaites remain at the forefront of dumper design. Their creativity has clearly set us apart from our competitors and demonstrates our commitment to meeting the specific needs of our customers.”
Bringing the brand to life
Touching every aspect of the business, over the following months the new brand and its associated identity were carefully and creatively applied. From product branding, literature and Internet marketing to flags, signage and merchandising the Thwaites name was given a new lease of life. A positive response followed, internally and from dealers and their customers, providing a consistent upward trend in perception, and consolidating the relationship with Pyramid.