Travis Perkins

Shaping the future of building supplies

  • Brand Strategy
  • Brand Creation
  • Messaging
  • Design

We helped Travis Perkins cre­ate the first tru­ly omnichan­nel brand in the build­ing sup­plies mar­ket to ser­vice an emerg­ing dig­i­tal native cus­tomer base. In one year, with one branch, BUILT/ became a £1m cash-based busi­ness, beat­ing Travis Perkins’ oth­er 26 brands.

We posi­tioned BUILT/ as the pro­fes­sion­al on-demand build­ing sup­plies chal­lenger. The brand propo­si­tion ​‘we val­ue your time as well as your mon­ey’ was dri­ven through every­thing, cre­at­ing a dis­tinc­tive brand and col­league experience. 

We cre­at­ed a stand­out dig­i­tal first iden­ti­ty sys­tem and effi­cient tonal­i­ty. To land the brand promise in a mean­ing­ful way we cre­at­ed dis­tinc­tive ser­vice propo­si­tions, cus­tomer jour­ney, and retail experience.

Jump straight to the Impact

This is a tru­ly omnichan­nel brand that works bril­liant­ly in the real world and online. That was one of our biggest chal­lenges, and it’s a huge success.

Nick Thomas, Managing Director, BUILT/

SUB­VERT­ING THE FAMILIAR 

To com­mu­ni­cate the ben­e­fits of this new brand the propo­si­tion played with the notion of a ​‘site’ as a phys­i­cal and dig­i­tal space to sug­gest a new way of order­ing supplies.

The build­ing sup­plies on demand idea from ODA was a stroke of genius and instant­ly cap­tured the sto­ry we’d been try­ing to tell.

Nick Thomas, Managing Director, BUILT/

DIG­I­TAL-FIRST BRAND IDENTITY

BUILT/’s for­ward slash and sharp bespoke type­face instant­ly com­mu­ni­cat­ed that this was a true dig­i­tal first-brand.


SEAM­LESS DIGITAL/PHYSICAL WORLD

The brand world jux­ta­pos­es dig­i­tal graph­ic ele­ments with phys­i­cal raw mate­ri­als, com­mu­ni­cat­ing seam­less move­ment between one and the other.

PROMISE-LED SER­VICE PROPOSITIONS

We cre­at­ed Lock & Load, a hero ser­vice designed to go even fur­ther than click and col­lect, sav­ing builders time and money. 

PIT CREW CULTURE

We imag­ined the role of BUILT/ staff as that of a pit crew and reflect­ed the idea in a stream­lined uni­form and set of behaviours. 

EFFI­CIENT TONE

A new punchy yet pro­fes­sion­al sec­tor lan­guage deliv­ered on the promise of sav­ing cus­tomers time and money.

IMPACT

  • In one year, with one branch, BUILT/ became a £1m cash-based business, beating Travis Perkins' other 26 brands.

  • 200% conversion rate through marketing materials across omni-channel purchase paths

  • 80+ net promoter
    scores after launch

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