[I]
Revitalising a British heritage brand, with a modernized strategy to stand tall within a highly disrupted category - home security.
[II]
An end-to-end transformation spanning brand identity art direction, B2B & B2C eCommerce design & development, content strategy and sales collateral.
[III]
Securing a digital-first future, ready for Banham’s next chapter of growth, as a trusted, human-centred service business.
The Challenge
Working directly with the Banham family, we needed to honour the heritage of the brand while gently – but firmly – pushing it forward to better communicate the proposition for the next chapter.
Banham had never had a marketing department before so had no existing brand proposition, strategy or guidelines. The brand revitalisation project marked the beginning of an exciting roadmap for growth, innovation and change for the firm.
The Approach
The brand, while well-regarded, was outdated, and previously based on fear-mongering. In a market where digital-first brands like Nest are on the rise, and with Amazon looming large with innovations in last-mile delivery and secure home access, Banham needed to underline the value of its human-centred security services; effectively communicate the power of its more innovative products; and completely modernise the brand while remaining true to its roots.
Rather than using fear tactics, we wanted to show that security can be a proactive part of the design process, adding to your home or business’s aesthetic appeal while simultaneously providing total reassurance. This
meant giving even the most functional of products allure. It was key to convey the quality of the product to justify the price, educate the consumer on the breadth of the product and services, and increase market share with high-end property developers, interior designers and property management companies.
The Outcome
Most security companies are bold and product focused, whereas we wanted to show Banham as service-focused and elegant in their approach - developing a comprehensive brand strategy with brand pillars that we translated into visual identity, creative direction and content strategy. We created a timeless, inspiring brand primed for discovery and growth.
