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the client Biddulph based Piper Boats are the UK's leading manufacturer of inland waterway craft. From traditional style narrowboats to luxury Dutch Style Barges, they're a hidden gem in the heart of the Staffordshire Moorlands. Operating from a 17,000 square feet state of the art factory the owner-managed business is steeped in tradition whilst being at the forefront of boat building innovation. the task Piper Boats approached About Turn Creative initially to take a look at their website to be produced in time for the 2010 IWA Festival where they were exhibiting in just nine weeks time! It soon became clear that the do-it-yourself site had issues and was difficult to navigate. Most of all it did not reflect the state-of-the-art manufacturing business that Piper is nor did it reflect the luxury and craftsmanship of the boats they build. The brand identity was also tired and dated and the literature they were using to promote themselves was in desperate need of some style and eye-catching design. the process Through meetings and discussions and a tour of the facility About Turn went away to come up with a proposal to completely overhaul the marketing communications that Piper were using to promote themselves. The proposal included details on challenging brand perception within the marketplace and how this could be changed to reflect the innovative and professional business. A new logo was required along with firmer guidelines on how this logo should be used. This led naturally to new stationery and vehicle livery, as well as a redesign of the website, literature, advertising, clothing and exhibition materials. New photography of their premises and boats was also produced. This was a new way of working for Piper who had always had a reactive approach to the literature production in the past. About Turn challenged them at every turn to consider the audience and the messages being directed at them. It was decided that a more effective consumer feel was required – but still retaining some technical information as well as a focus on manufacturing – after all that is at the core of their business. Once approved the proposal was developed into a creative brief and passed to the About Turn designers to weave their magic. the solution |
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