Established for over half a century, Coverite is one of the largest and most successful multi - disciplined roofing and cladding contractors in the UK. The company is able to design, manage and install practically any aspect of a buildings external fabric. In the last decade the company's range of products and services has developed rapidly and, in response to a growing demand for the management and installation of a range of hard metals and rainscreen systems in particular, Coverite have now established a dedicated specialist contracting division as well. The company has five depots throughout the UK, nearly 200 staff and boasts a large estimating and CAD design team. The company is in an expansive and buoyant mood and felt it was an appropriate time to reflect this by reviewing its corporate identity, which has remained unchanged since the early 1990's.

Establishing a tight brief is critical to the final outcome
The first task for The Creative Department was to develop a detailed brief for our design team. This needed to encompass criteria such as why the current identity was now felt to be invalid, what sort of 'character' did Coverite want to portray in the market place, who are the main audiences to be influenced, key messages to be portrayed and any limitations, or givens, on colour and typeface. Also of course, the extent of the application of the identity, which on this occasion was to incorporate all stationery, literature, the website, distribution fleet and of course the office and depot signage. The session was extremely thorough and to ensure that both parties were in agreement over the direction of the project discussed at the meeting, a written summary was produced, detailing the action to be taken before progressing to the next stage.

A contemporary, architectural style

It was established that the key audiences are specifiers and main contractors, consequently we felt the company should be positioned as being contemporary, architecturally based, leading edge, solid and dependable. The design itself should also act as a form of 'stamp', creating a recognisable brand wherever it appeared. Three approaches were worked up and each demonstrated in the form of a letterhead, business card and compliment slip.

The preferred design consisted of a dark mature red and a strong grey for Coverite Limited. Identical styling was used for the specialist contracting division, but in a blue and a grey, thereby retaining the individuality of the division, but at the same reinforcing the overall corporate brand.

Is it about time for a change of identity?

Contact Lucy Garrett lucy@creative-department.com
and see what a difference we can make

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