Barlo | Inbound Marketing Agency Dublin, Digital Marketing, Website design, Content Marketing, Email Marketing, Brand Strategy

Case Study

MacRoads

We are delighted with the new brand, website and communications that the team at Barlo have developed for us. The process they brought us through was clear at all times with our end goals always central to their solutions. We would highly recommend them from a strategic and creative perspective.

John Barrett, Managing Director, MacRoads.

MacRoads is Ireland’s longest established road markings company. Founded in 1967 they offer a nationwide serve to their clients. As a market leading business, they wanted to continue to build on their success and continue to grow the business into the future. They recognised that their brand and communications needed to improve against an ever-increasing competitive environment. They approached Barlo to work with them in refreshing their brand identity, their website and their extended company communications.

Discovery:
Our teams first task was to audit the existing MacRoads brand, website and communications and to compare and contrast MacRoads versus their competitors.

Data was gathered by interviewing key staff and customers of the business to help build up a deep understanding of their history and reputation.

Positioning:
From the data we gathered, we then worked to establish the essential characteristics the business and brand wanted to represent and how it would look to differentiate versus their competitors. This became the core of the new brand identity and was also extended into their extended marketing communications.

A new tagline the mark of quality was created to capture the key strengths of the business. As the only ISO certified business, their proven quality standards were a key message for MacRoads.

New logo:
Our proven design process mapped a route to developing a new core identity. A new icon capturing the ‘M’ of MacRoads as well as depicting the nature of their business – creating lines and markings was the chosen marque. The primary colours chosen were a warm grey with a vibrant yellow to give the logo ‘pop’. A secondary colour palette was developed to compliment the logo and extend into marketing communications.

 Final Logo

 

Website:
A core element of the new brand execution was the new website. Our team established a detailed site architecture and wireframe before any design work commenced. Through this wireframing stage, we captured the functionality and content requirements.

Our design set out to deliver not just a pleasing visual design but a positive user experience (UX).

Desk HP 1

 

Vehicle Livery and Clothing:
An important part of the MacRoads brand was how it would be delivered across their vehicle fleet and staff workwear. We developed detailed templates for all of their different vehicles and clothing to ensure that a dynamic and consistent expression of their new brand was achieved.

Mitsubishi L200 FA

 

Document Templates:
One of the deliverables required from the branding project was to deliver consistent document templates. Barlo develop key Word, Excel and PowerPoint templates to allow the MacRoads team deliver the consistency required. We develop a singular email signature template to be rolled out to all employees, as well as the standard stationery items such as letterhead, business cards and compliment slips.

Stationery 2

 

 Conclusion:

This re-brand has helped MacRoads to re-establish their business as a marketing leading player. It helps to position them for their ambitious growth plans for the future. It has focused and invigorated staff and given them a singularity of purpose on where they want to drive the business.

 

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