Baldwin & Francis

Introduction

Designing Demand has helped this Sheffield-based manufacturing business to reposition itself with a new brand image.

• B&F is now more profitable despite a difficult economic climate
• It has clearer ideas about its future plans
• It is now seen as a full solutions provider rather than just a product vendor.

Summary

Baldwin and Francis (B&F) is a Sheffield-based designer and manufacturer of electrical switchgear systems for mines and other hazardous industrial areas. Despite international success, the company’s focus was on products—whereas B&F knew it had to improve the consistency of its image while generating more revenue from the expertise side of the business (needs analysis, commissioning equipment, training, service and maintenance).

Previously, B&F’s marketing materials had been written by in-house engineers, and were too techical in tone and style. Plus, they did not communicate B&F’s broader customer benefits. So B&F now turned to Designing Demand’s Immerse programme for a rebranding project which would differentiate them from the competition, enhance customer loyalty, and enable them to improve their margins.

Design associate Andy Cripps met senior managers to examine every aspect of the business, and an external design agency was then appointed to re-brand the company. Decisions taken included:

• Using the abbreviation B&F for the company name
• Changing the old logo, which was the same colour as used by many competitors
• A comprehensive review of competitors and routes to market, which reinforced the need to better communicate the business' ability to deliver solutions
• Developing sub-brands for add-on/expertise services
• Attaching the branding to the products—which until then had just looked like white boxes
• Working with an external industrial designer to differentiate new products by look and feel rather than just labelling.

These changes have since:

• Improved B&F’s margins 
• Helped the company to hold steady in a difficult economic climate
• Identified areas of future growth
• Changed the company from a product supplier to a solutions business.

What is Yorkshire Forward’s connection with this initiative?

Designing Demand is funded in Yorkshire & Humber by Yorkshire Forward. The scheme helps businesses to become more competitive, increase profits and boost their performance. Developed by the Design Council and delivered by Business Link Yorkshire, it helps firms build profits by moving design to the heart of business strategy.
 

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