Helping British Spirals & Castings to Take the Next Step

Bringing together trusted brands under a new banner to better emphasise their core values.

Overview

In 2013, we met Cottage Craft Spirals at the Grand Designs show in Birmingham. The family business had originally been set-up by managing director, Richard Harding, when he couldn’t find a suitable spiral staircase for his barn conversion. Rather than accept a compromise, he contacted a local foundry and had them make one to his exact specification, providing the inspiration for a business based on craftsmanship and a bespoke service.

Since this first staircase, the firm had grown and thrived. To meet the requirements of the London market for cast metalwork, including staircases, railings and balusters, Richard had founded a London store: Tilley’s London Castings. In 2009, he was also able to acquire a well-established Staffordshire foundry – Milton Aluminium Castings — allowing him to further diversify the overall offering during the financial downturn.

When we first met with Richard and his daughter Antonia, who had also joined Cottage Craft Spirals as a director, they were looking to push their brands forward as the economy recovered and explain their offering more clearly to potential customers.

Activity

In our discussions with Richard and Antonia, it was clear that all their firms shared a desire to deliver precisely tailored products backed with outstanding customer service. As we looked at their product portfolios, there was considerable overlap between the companies. Following detailed conversations, Richard and Antonia agreed that we would combine the separate firms into a single new company and much clearer brand.

We work-shopped a range of name options for the firm, developed to emphasise their core values and USPs. From these Richard and Antonia selected British Spirals & Castings.

Working with the Hardings and our creative partners, the design project, we developed all new branding for the firm. This centres around a flowing, spiral staircase inspired design which speaks of their core work and premium quality approach. The red, white and blue colour palette directly references their pride in their British manufacturing credentials.

 

 

 

 

 

 

 

 

 

 

As part of the branding overhaul, we recommended merging the company’s three websites, which had become dated and difficult to manage. We worked with Steve Perry Creative to develop an entirely new site. This combined and rationalised the product ranges, supporting each with large images which allow customers to appreciate the quality of the cast and wooden products offered, and to visualise how they might look in their own homes. To ensure the best possible user experience, the site was fully mobile-optimised at a time when this was relatively unusual. We also worked closely with Antonia to develop a custom quotation form, allowing customers to easily provide all the key measurements for their order right from the outset. The new website and branding were fully launched in November 2014.

We supported the launch of the new site through both print and digital media and with a comprehensive PPC campaign to make sure there was no drop off in traffic to the site. Since then, we have worked with the firm to oversee their PR and marketing strategy – this has included developing their image library, providing a range of content for their website and other channels and overseeing social media.

Results

Over the 5 years since the rebrand, we have helped BS&C to expand its online customer base, with the vast majority of sales now coming through the website, and a significant increase in organic traffic.

During this time, we have worked with Antonia and Richard to continue to develop and refine the website, helping to maintain a prime position in organic SEO rankings and drive sales enquiries. Recently this included the introduction of a new store, allowing customers to order cast iron elements such as railing heads and gratings.

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