Rapid growth through acquisition created a confused identity for Restore Group and its subsidiary companies. Restore PLC provides records management and business relocation services to offices and workplaces in the private and public sectors. A strategic review identified organic growth as the the key business objective, driven by a fundamental re-focusing to maximise cross selling and up selling opportunities. The individual businesses were effectively acting as separate companies with minimal appreciation that the same customer might benefit from services offered across the Group. To facilitate a joined up, integrated approach, we helped Restore to build a stronger, more coherent brand that would enable them to promote their full range of services to both current and prospective customers. A major consideration was to ensure that individual legacy businesses that had built good reputations were dealt with sensitively, so as not to alienate existing, loyal customers or confuse the workforce.
A comprehensive programme of customer research, internal workshops and focus groups from the Board down informed our approach. We proposed an evolutionary route to the development of the Restore brand. The circle is a profound, transcendent symbol which represents wholeness, completion, protection and inclusion. It is used to bring all the service sectors together to promote brand unity and connection. However and wherever the ‘o’ is used in the future it will always remain at the heart of the Restore brand. We worked closely with the Group’s marketing steering Group throughout the project, to ensure buy in at every critical Phase. We developed extensive visual identity guidelines which became a vital tool for the in-house design team and the marketing managers of each business unit to maintain consistency across all communications across the Group post launch.
The re-brand was launched at a senior management conference, a series of internal launches, as well as through a Group wide internal newsletter and via a new Group website. Online marketing activity is now driving the cross selling strategy. We received excellent feedback from the individual divisional marketing managers following launch; there is significant incremental business being generated from the online strategy and we look forward to continuing to deliver additional, specialist communications for Restore.