Member Article

The Market Creative puts simplicity at heart of paving rebrand

A rebrand by The Market Creative for Simply Paving has paved the way for growth in 2019, following Aggregate Industries acquisition of the business last year.

The behavioural marketing company developed a more informed understanding of how and why people buy and install paving, identifying that both consumers and trade customers were looking for a brand that could simplify the process.

A new lease of life has been given to the brand with an evolution of the logo and bold colour palette. The new look and feel celebrates the ‘simplifiers of paving’ – the people behind Simply Paving.

Dorina D’Ambrosio, Creative Director at The Market Creative explains: “From total immersion in the business we found a lot of confusion among customers as paving is such an infrequent purchase. We knew that we could make a real virtue of ‘simplicity’.

“There was not only a gap for a bolder brand, but for one that conveyed the personality of its people, those who are right at the centre of the experience people get.”

Ioana Borangic, Head of Corporate and Marketing Communications at Aggregate Industries said: “The Market Creative has helped us differentiate in what is an increasingly competitive category, enabling our growth plans to be realised in 2019 and beyond.”

This was posted in Bdaily's Members' News section by The Market Creative .