Westcoast has been incredibly successful in the IT distribution market achieving a £3 billion turnover. However in a disruptive marketplace, Westcoast’s transactional brand and business positioning was becoming dated and uncompetitive.

Yet the business was agile and many of their competitors were much larger conglomerates without the passion and people to deliver the best solutions. A situation of “David fighting Goliath”.

We undertook a series of Board Level interviews and a Brand DNA process to understand the brand definition now and in the future. ​​

We then delivered a competitive, multi market Brand DNA which underpinned a change management programme which would make the business robustly scalable for growing their business model.

Finally, we produced a fresh and engaging new identity, supported by full guidelines which were translated across all media and underpinned the launch of their new website.

The transformational DNA drove a new brand identity and a complete business change programme, enabling their re-seller enablement expansion programme and transforming the business for the 21^st Century.

After a series of interviews with the FDF Board and senior managers of the members, a new Brand definition and DNA was created which significantly refreshed the existing brand.

The agency considered a number of territories including advocacy, mission, how the Federation could be better, tone of voice and universal characteristic and a new FDF positioning line was produced which captured the Federations multi-purpose and expert capabilities which produced an underlying statement and narrative of who they are – PASSIONATE ABOUT FOOD AND DRINK.

Our DNA model redefined the brand and allowed us to create a single page template for the new brand, it’s identity, communication and office space.

New guidelines including logo, colour, typography, tone of voice, stationery, and video was produced as well as a redesign of the new website.

We helped the FDF set the direction for their future development by creating a new brand positioning and identity which reflected the FDF’s growth and new status in the food and drinks sector. This was then combined with the new strapline “Passionate about Food & Drink” which brought the focus onto the people and businesses involved in the largest manufacturing market in the UK.