Sigma 3 Gets a Make-Over from Stills
By admin
Issued on behalf of Stills
South Wales-based Kitchen and bedroom manufacturer Sigma 3 is undergoing a thorough make-over with Cardiff-based brand communications agency Stills.
The name remains the same – Sigma 3 – but the brand is being made more attractive to consumers.
“It started in September 2006 when we did a lot of research to understand what the stakeholders knew about Sigma 3,” said Stills marketing director James Horsham.
“We conducted more than 1,000 telephone interviews with Sigma 3 customers and built up profiles of them – their age, gender, income, household values etc – and then, most importantly, what they thought about Sigma 3. We also ran a focus group with staff to learn what they thought.
“From all of this we created a brand footprint for Sigma 3, with brand values, personality and communication ideas. Then we started visual identities – logos, photography, brochure design, signage, stationery etc.
“It’s now being implemented throughout the business and will definitely help Sigma 3 connect with their customers.”
And Sigma 3’s marketing manager Paula Morris was equally thrilled with make-over. “After more than 30 years in business, we felt it was high time our brand was freshened up. Sigma 3 has a great reputation and a loyal customer base, so it was important not to throw away the good with the bad in assessing and evolving our visual identity.
“Stills advised us to conduct some research before we did anything else, which really provided the backbone of the whole re-branding exercise and helped us to define our brand values. Then Stills presented us with a creative solution that communicates exactly who we are and what we stand for.
“Proving their ability to apply their creativity in practical situations, Stills have cleverly developed and adapted our new visual identity to fit our 12 very different showrooms, our fleet of delivery vehicles, advertising, stationery, website… the list goes on. We now have a fresh, contemporary corporate identity which we are confident will prove pivotal in our ambitious plans for expansion.”
The roll-out of the new brand is expected to take several months touching every corner of the business, from its factory in Llantrisant, South Wales, to the livery of all the delivery vehicles and the five showrooms in Cardiff, Swansea, Newport and Warton in Lancashire.
And a similar process is also being applied to Sigma 3’s County Kitchens and Bedrooms – the brand which the company works under in the Surrey and Sussex where it has seven showrooms.
