Medway Flooring Centre, Branding
Medway Flooring Centre is an independent retailer, selling a mixture of floor types from entry level to top-end brands. They’re big, with an extensive showroom and massive range. They’ve grown to sell virtually every type of commercial floor covering. They’ve stayed true to their roots as a family business – treating everyone like one of their own.
As part of their strategy to become the regions premier retailer, Recreate were brought on-board.
Listening to the Director’s aims and looking at the market, we decided to banish their former price-focussed image. It was clear that in a flooring world that is pretty much beige, MFC add some colour, variety, cheer and good old-fashioned honest customer service. Creatively interpreting this difference we delivered a bold visual style and relaxed tone of voice that projects the true company personality – family, fairness and above all fun.
‘Our rebrand has been very successful and a great ROI. We’ve penetrated new territories, upped sales, seen more walk-in trade and have far greater visibility and awareness within the market.’
The message says it all!
Colour is used both aesthetically and functionally – tying all communications together.
Humour and family make for a personable experience.
Price range colour-coding has not only aided customer understanding. It has led to more organised retail merchandising and improved up-selling.
Stand-out press ads have raised local awareness and increased sales.
Team buy-in was essential from the start. Initial resistance gradually shifted to proactive involvement, notably from the sales floor.