With a vast range of products and services - so extensive it hadn’t even been fully catalogued - the auditing process both informed the design of the site and delivered massive efficiencies in-house. We interviewed workers on the factory floor, board members and many customers, from builders to architects to contractors on the road. Customer journey mapping also helped the client to see that an initial, quick-fix app would not be a good investment, or useful to their market.
Themes of British Heritage and Triumph were explored in conceptual territories, as well as the chosen route of Family Values. This lead to the brand essence - the answer to ‘Why Bailey?’ - of Stronger Together, the promise of ongoing customer partnerships that was unique to this family business. With brand values and personality defined, in easy-to-remember-and-act-on sets of three, it was simple for the client to roll it out internally so everyone understood the new company vision.
The brand position informed the visual identity - with the choice of a strong, standout green, almost high-vis to feel at home in the construction world. Partnered with no-nonsense white, the brand is instantly identifiable amongst bland competitor logos. With a simple yet bold lower case logo, the brand essence played out in graphical language - tessellating block shapes that construct strongly together.
The Tone of Voice reinforced the family feel, with a no-jargon approachability and the customer’s needs put first. Differentiation was delivered by putting a warm human tone into a traditionally technical sector. The job of bringing the variously named systems and products into consistent brand language was then explored to reinforce our essence of Stronger Together.
Although not an e-commerce site, the complicated combinations of products and variants needed to be made accessible and attractive to Bailey’s customers. We provided numerous solutions to solve the challenges of how such a diverse and overlapping range could be organised and displayed. This raised questions that ultimately helped Bailey streamline their business. With the user’s needs first and foremost, we designed a really clear way to navigate a complicated world of roof tiles and gutters, that was nonetheless visually appealing. It all came together strongly and beautifully and the client had not one amend to make to the original design. The visual brand language, of open white spaces making it a clean and clear experience, and the graphic blocks applied to transitions and image crops, resulted in a site that was both functional and full of authentic personality.