Fletcher Steel is New Zealand’s leading importer, distributor and processor of steel representing Fletcher Building’s Easysteel, Fletcher Reinforcing, Fletcher Wire Products, Dimond, Pacific CoilCoaters and Calder Stewart Roofing brands. At the heart of its business are its people. We were tasked with developing the visual brand identity and story for Fletcher Steel, working through discovery sessions to reveal insights into the positioning and overall creative representation of the brand for market.
“Davy & Chapman have a long-standing history of partnerships across several Fletcher Building business units including Fletcher Steel. We engaged with Davy & Chapman to work with us on our brand and marketing communications extending across all areas of the business. This included visual identity development, digital and social media planning, and management, plus specific ‘go to market’ projects. The team at Davy & Chapman bring strategic depth and skill to every project, with attention to detail and a responsive attitude, all executed with great creative. More recently, we worked together on the creation of the Fletcher Steel visual identity. It’s always a pleasure working with the team who allow creative collaboration across all projects and aren’t afraid to challenge our thinking, both strategically and creatively. The new brand has been well received across the business. We continue to discover new opportunities to work with Davy & Chapman as this ultimately influences the success of our business.”
With our long-standing history with House of Travel and specifically relationships across their nationwide outlets, gives us an opportunity to support and challenge all marketing efforts through great design, clever thinking and a well executed approach. House of Travel is celebrating 30 years, yet another reason to communicate their exceptional deals and offers for travel around the world.
Waitemata Endoscopy is a modern, day stay endoscopy centre offering access to a group of surgeons and gastroenterologists performing diagnostic and therapeutic endoscopy – gastroscopy, colonoscopy or flexible sigmoidoscopies and working together at Southern Cross Hospital North Harbour. Waitemata Endoscopy creates an inclusive patient experience, working together to provide the very best care, service and environment. As part of a repositioning strategy, we were engaged to revisit their brand and visual identity and present it in a fresh and modern way, that remains true to their values.
In the creative execution, we developed ‘WE’ as part of the visual identity, an acronym for Waitemata Endoscopy, but in doing so also gave us the opportunity to use this as a ‘unifying statement’ to be used across all written marketing collateral, setting the tone for how we communicate with the audience.
‘Having had a relationship with Mike and his team since 2008, we engaged Davy & Chapman to revitalise our brand and visual identity. The development and construction of a new facility prompted the decision to also look at our brand and understand how best to reflect the values we’re passionate about at Waitemata Endoscopy. In addition to creating a new logo and visual expression, the team at Davy & Chapman worked with us very closely to understand our strategy and direction and every step of the way have guided us with their insights and professional opinion, ultimately giving us a fantastic result that has meaning and relevance to our audience. We’re excited to be working them to rollout the brand across other collateral and with their attention to detail, willingness and passion for what they do, we know the team will deliver us a great result now and in the years ahead.’
Sarah Watson, Manager & Registered Nurse | Waitemata Endoscopy
We were approached by Mike Thompson and his team to begin looking at the process around establishing a new brand to accommodate 3 existing businesses; Teubel, Gael and Signet. We began the process of looking at the existing business, the market it operates in, the products, service expectations and the industry as a whole, always aligning back to the overarching goals of the business of what needed to be achieved. Given the nature of the electrical industry, we paid particular attention and consideration to the name, looking closely at tone, first impression and visually how it sounds in conjunction with the overall value proposition of the business and our vision for the supporting visual identity. We soon settled on ‘Trical - Innovation - That’s Electric’
Given the need to support three existing, iconic and market leading heritage brands, it was important to consider and reflect a customer centric approach for the business and its overarching brand. The identity needed to be personable, approachable, modern, yet be grounded in it’s history, spanning some 60 years and articulate the company vision of being an innovative electrical manufacturer, proud to be NZ made.
As part of building a holistic brand experience, we developed an ‘elevator pitch’ to help communicate to clients and customers the essence of Trical, the brands, their passion for being NZ made and the quality standards set by the Trical team and what they stand for:
‘We’re one of NZ’s leading suppliers of electrical enclosure and switchboard solutions including Gael, Teubel and Signet, servicing the electrical trades across industrial, commercial and residential markets. Proud to be NZ made, we’re fit for purpose; manufacturing ‘best in class’ products you can trust, supported by a passionate team.’
The end result was a modern, progressive brand identity, recognising the intrinsic value in each of the 3 iconic brands.
‘We engaged Mike and the team at Davy & Chapman as our brand agency to create and develop, a new company name, brand identity and fresh new look. We provided our mission statement, values, beliefs and a description of what we did and left them to it. They read the brief perfectly and there is very little we have changed.
Davy & Chapman are now involved in all Marketing aspects from general stationery items, signage, branding guidelines, graphics, advertising, “brand police” and the development of a new website. With an easy to understand strategic approach, they have worked closely with us to understand our business, the challenges of bringing three iconic brands together and the shift of three businesses into a new purpose built administration, engineering and manufacturing facility. It did not matter what we threw at Mike and the team, they took a proactive approach from day one, bringing creativity, fresh thinking, passion, on time, while juggling a number of tasks at once.
I am very thrilled and excited with the outcome and look forward to a continuing partnership as we build the brand further. It is very refreshing to have Mike who is so committed to the brand, the look and to have the attention to detail to make sure everything is absolutely perfect. I very much appreciate the practical advice and experience of an agency partner like Davy & Chapman and they will prove to be an integral part of our ongoing business success.’ Mike Thompson, Managing Director | Trical Limited
