The Project Deliverables
Creative Design, Copywriting, Project Management
Havwoods Accessories have been supplying high-quality flooring products for over 40 years and have a strong reputation and established market position within a highly competitive sector. But the firm are also keenly aware of the need to keep growing and developing to stay ahead of their competitors.
When Havwoods decided to launch a subsidiary brand, “HSP” to target construction industry professionals, they made sure they launched the brand in a way that stood out from the crowd. Havwoods booked a stand at Eco-Build, the UK's largest and number one event for specifiers across the built environment, and asked Noise Agency to deliver a show brochure, which would also be used to introduce the new brand.
Eco-Build is an event for professionals with expert, technical knowledge of construction and architecture. This was a perfect match for HSP’s target customer base of architects, specifiers and construction companies. It was vital that HSP could communicate with this audience on a peer to peer basis and inspire confidence in the new brand.
The brochure was an important part of this brand positioning. We drew on our experience of working with construction industry clients to select content that would be relevant and appropriately pitched for a technically knowledgeable reader. For example, we included a high level of detail about HSP’s product specifications and credentials that would impress potential industry clients but would not have been appropriate for a more general audience.
Noise were careful to balance an authoritative tone of voice in the brochure with an open and adaptable character. In an environment that demands flexibility and constant communication between contractors, it was vital that prospective clients felt confident not only in HSP’s expertise, but also in the quality of the working relationship they could have with the HSP team.
The brochure presented the team’s strengths: knowledgeable, ready for a challenge and prepared to work with a customer from drawing board to delivery to find the answer. We ensured that these messages complemented HSP’s plans for their exhibition stand at Eco-Build, where they offered visitors generous hospitality and a taste of HSP’s exceptional service.
The result was a wave of positive feedback and productive networking over the course of the show. Visitors commented that the team were “incredibly friendly” and “certainly know how to look after people”.
HSP needed to stand out against its competitors, so they decided to move away from the ‘quality without compromise’ message commonly employed by manufacturers in the sector. Instead of selling the quality of their products, HSP focused on their ability to provide solutions.
We designed the brochure to emphasise and evidence this new approach. Rather than being a product catalogue, the brochure highlighted common challenges in flooring projects and illustrated how HSP could resolve these issues using a combination of expertise, specialist products and superior attention to detail. These descriptions were backed up by inspiring images of HSP products and examples of previous work that the company has undertaken, including a detailed case study of HSP’s work at Canada House, London.
The brochure was a huge success at the Eco Build Exhibition – all stocks ran out and the customer feedback was overwhelmingly positive. The HSP brand enjoyed great success, supporting large scale commercial and residential developments including The Shard, The Corniche, London City Island Phase 2 and One Tower Bridge to name but a few. HSP has now merged with the Marldon brand, beginning another new chapter in Havwood’s ever-evolving business.