The problem was both creative and operational.
The client needed:

• A confident identity that would work for trade audiences (plumbers & heating engineers)

• Design that functioned in small formats (wallet leaflets, shelf-talkers) and busy shopfloor environments

• A rollout approach implementable reliably across 450 individual locations with varying resources and footprints

• Proof and momentum: the identity’s first public moment needed to land (trade show reveal + conference)

We organised the project into five integrated phases:

1. Trade Insight Rapid field research and branch interviews identified trade buyers’ real priorities: the right approach, quick access to technical information, trusted low-effort experience. These insights determined the identity, micro-copy, and POS layouts.

2. Prototype & Pilot Early wallet leaflet and POS prototypes were piloted in a small group of branches. On-the-ground feedback (copy compression, CTA prominence, staff handover prompts) was iterated into final templates.

3. Modular Identity System We created a compact lock-up, high-contrast palette and strict typographic rules so the brand reads clearly in busy environments and on small collateral. The system included iconography and grid rules for scalability.

4. Roll-Out Governance A phased regional deployment (pilot → regional → national), supplier governance, print specifications and a branch execution playbook were developed for consistent implementation with minimal disruption.

5. Stakeholder & Event Integration Staff-facing guides and event materials ensured the brand worked in branch and at trade events. The identity’s first public moment was staged at the national installer trade show and then at Plumb Centre’s 2025 “Turn the Tap On” conference—an important credibility moment.

• Brand identity system: Primary & secondary marks, palette, typography, icons

• Brand toolkit: Guidelines and templated masters for print and digital

• Core assets: Shelf-talkers, posters, branch POS modules

• Local ad templates: Print and digital masters for local printing and DOOH

• Digital assets: Social carousel creative and trade-event visuals

• Staff-facing materials: Quick guides and scripts for consistent brand representation

• Trade-first identity: Works in small formats and on busy shopfloors (the right approach over decoration)

• Scalable rollout model: Consistent implementation across hundreds of counters without creating barriers

• Branch-centred toolkit: Staff equipped to represent the brand in person and at trade events

Why it matters: This project proves that national rollouts don’t require sacrificing brand integrity or local relevance. Insight + prototyping + governance = scale that works.