Dewhurst
A reputation for moving forwards
Their businesses operated with significant autonomy and strong reputations in their markets. Yet the relationship between them, and the role the Dewhurst Group brand played was not clear. They needed a clearer brand strategy and a simplified architecture to unite their businesses and create a stronger platform for future growth.
Looking at their category, it quickly became clear everyone looked and sounded remarkably similar. Most companies relied on familiar messages around heritage, quality, expertise and reliability – often expressed in almost identical ways.
Perhaps most strikingly, people were largely missing, despite long-standing partnerships being central to the industry. Communications often felt overwhelmingly technical and impersonal. Dewhurst Group companies were no different.
After running a collaborative process and testing in all their markets, the final strategy moved the brand story beyond products alone, shining a light on the expertise, collaboration and industry understanding that underpin Dewhurst’s work, resulting in a clearer, more compelling narrative for communicating the value the group delivers across its markets. This was combined with a clearer brand architecture bringing coherence and clarity to the group while preserving the independence and expertise of their individual businesses.
Like all brands operating in a tight market, from an identity point of view you need to understand where you want to stand out and where you need to fit in. For Dewhurst it was standing out from the conservative, static, heritage lead industry blues by being modern, dynamic and full of movement.
The brand also has a human side, introducing their people and customers, as well as showing the roles their products play in everyday life within their case studies.
Rose Allert
Ollie Bielby-Smith
Daisy Noble
Amanda Kubale
Ellen Spaak
WRITER
SENIOR DESIGNER + MOTION
STRATEGY DIRECTOR
CLIENT SERVICES DIRECTOR
ACCOUNT MANAGER