Following their acquisition by Travis Perkins, Staircraft needed to align their brand strategy with the company’s evolving business model, which now includes door kits, floor kits, and mouldings alongside their flagship stair products. It was essential that when repositioning the brand, we retained trust with existing customers, while positioning the business to appeal to a new customer base, particularly in the regional house market.
We conducted an in-depth discovery process, working closely with the Staircraft team to fully understand their evolving business strategy. From there, we developed a comprehensive brand strategy and proposition that emphasised both their established expertise and their expanding product range.
The branding has been designed to reflect the quality of the Staircraft product, values and overall service. Featuring their iconic teal, which has been modernised with complementary tones of white, brown and grey bringing through the natural wood elements of their products. Photography of the team and factories has also added personality to the brand, consistently demonstrating Staircraft’s welcoming culture.
Staircraft’s new branding had to balance its reputation for quality with the needs of its customers, while also reflecting its widening product range. In the competitive home construction industry, it was essential to highlight not only their core stair products, but also new offerings so that the brand maintained its strong identity and expanded its appeal to a broader audience.
This refreshed identity has been applied consistently across all marketing channels, from creative campaigns to showroom branding, technical guides, and digital marketing. The detailed alignments and a font that has a style ascenders and descenders that reflect joists and joints, reflect the product and the manufacturing precision that goes into their innovative products.
The rebrand has successfully conveyed Staircraft’s continued independence and trustworthiness while also highlighting their expanded product set. We delivered a unified brand experience that supports the sales and marketing teams, helps the business tap into the regional house market, while also solidifying Staircraft’s position as a leader in their industry.
We’re providing ongoing support to the business, ensuring that their internal and external marketing is consistently primed for growth in the expanding construction market.
– Business Improvement Director, Staircraft