CED Stone has been supplying natural stone products for nearly 40 years. They have both a landscape and commercial division and operate from their head office in Thurrock with six depots across the UK. Although a product based business, their knowledge and experience has gained them the reputation to become the number one go-to resource for high quality stone projects. They have also started to include non-stone products such as artificial grass and composite wood.
The timing of our contact to CED was critical to the relationship that formed. Paula, the marketing manager, had a lot of challenges ahead including a massive need to re-brand and grow the marketing, but by her own admission did not have lots of experience herself to manage a project of that scale. It was also made more challenging as the evolution would also be closely watched by directors and the board, adding more pressure.
We very quickly developed a great relationship, not only with Paula but also the growing marketing team. This was built on understanding; we were able to understand her challenges and guide her through the process; and Paula was able to see a clear strategy and planned approach, which gave her confidence. For Acumen Design, managing any project so that our clients feel comfortable is top priority, not only to help the client but to ensure the quality of the final project.
At the start of the relationship, we used some of our brand tools to help CED see their brand in a different light. From our Brand World research which helped them measure their brand in context, through to defining their vision, values and positioning, this became a major turning point in their understanding of their own brand, simplifying all future work flow with everyone now having a clear reference point.
Over the course of 18 months, we have completed a major re-brand process which has become the foundation of all CED’s marketing. This has included cleaning up sub-branding which had become fragmented, so now as the company grows it has a platform to build from. We have also tackled large print catalogues, advertising, packaging, POS, exhibitions and promotional items.
We truly have become CED’s brand guardians and this is reflected through the management and planning of their new, very large website. CED had existing relationships with digital agencies but none gave them confidence in their approach. Initially just asked to consult, we have since completed a very large wireframe plan and design concepts and will manage the build process.