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Case Study - Logspan

INDEZ was approached by a UK company that had discovered a lucrative gap in the market for selling high-end log cabins and wooden buildings. These buildings ranged from top quality garden sheds to BBQ huts, garden saunas, garden offices, car ports, lodges, pavillions and play houses.

All of these products were distinguished by being much better build and of much stronger and more solid materials than products offered their competitors. Through word-of-mouth and offline marketing they had build a multi-million pound business selling their exclusive and customised range of products throughout the UK.

Having expanded the product range and refined their supply chain process the business focus became one of how best to grow their marketing and sales activities. The company decided to focus on e-commerce and INDEZ was engaged.

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The first step in the project was to develop the brand. The company was trading using an unsuitable name and visual identity. INDEZ identified a new name that helped communicate their focus on natural and solid wooden buildings - logspan. The name combined the word "log" with the building term "span" and was available as both the .co.uk and the all-important .com. INDEZ then developed a visual identity and refined a series of Unique Selling Points that helped communicate items that would be compelling and engaging for a target market customer. INDEZ provided a branding guidelines document that has helped ensure a joined-up identity across all their marketing materials.