Materials In The Raw
Materials In The Raw: rebranding the business to leave the 80’s behind
A strategic and refreshed suite of visual marketing communication assets was required by the Materials in the Raw business to launch it into a new age and away from the fun and free 1980’s. integral to the brief was to also communicate in print and online the new business and it’s identity and brand positioning.
At a high level the creative direction solutions for Materials in the Raw required a neat business edge, and move away from what was the traditional rugged Australian tradesman image. With the business expanding and stocking a large range of international brands the new Materials in the Raw brand needed to pursue trust, quality and professionalism.
The client
The Materials In The Raw business has been a prominent Sydney specialist and supplier of landscaping and building materials from multiple locations in the Sydney Metropolitan Area since the 1980’s.
The business currently has 2 well located high profile outlets in Sydney. Chullora Corner Hume Highway and Davidson Street. Guildford Corner Ruby and Oxford Streets. Materials in the Raw provides landscape solutions for the Sydney urban environment. The recent urban consolidation growth that has occurred in the metropolitan Sydney area has necessitated the development of innovative landscape materials to ensure the preservation of outdoor living in reduced courtyards and landscape settings.
The solution
A comprehensive suite of image assets, creative direction and a brand spanking new Corporate Identity that was deployed across all online and offline touchpoints.
With the client demanding attention to detail, a crisp and timely execution this rebranding and creative direction project tested the methodologies of our Sydney design agency and our teams ability to create a brandmark and logo that functions online through the website, on social media channels, but also on site fencing, trucks and highway signage. The original Materials in the Raw logo was play on the term ‘raw’ complete with a female laying on some pavers naked. This loose and free approach to branding was synonymous throughout Australian media in the 1980’s though the good times don’t last forever. The updated COG Design solution focused on a robust and industry focused identity that ensured the iconic raw female form on the pavers was left behind, though not the attitudes and tough work ethic that of the customers and employees of Materials in the Raw.
The results
Business growth online and in at the yards tills was realised immediately after the brand launch campaign, and immediately off the back the completed project a new audience was discovered online that still provides consistent trade today.
Since that time the Materials in the Raw business has grown through acquisition of other similar businesses and the commencement of new outlets in strategic locations. As a result the outlets all differ in size and layout however the common characteristics include high exposure locations, ease of access, well presented displays of major product lines, competent and experienced staff and seven day operation.
The Chullora branch is the latest development of Materials in the Raw that demonstrates the presentation of product and shoplines. Materials in the Raw is an innovative leader within the retail and trade markets in Sydney.