Member Article

Guerilla creates new brand for mobility chain

Guerilla has created an entirely new brand for a chain of mobility stores across the UK and developed a fully integrated communications strategy for the new brand. The Jenners Mobility store in Oxford was acquired by Rowlands Pharmacy in 2010. Following the sale of the business, the new owners briefed Guerilla to refresh the brand and develop a strategy to rapidly launch the brand across further stores which would be opened throughout the UK.

Guerilla decided to create a whole new brand rather than re-fresh the existing brand and then developed an integrated campaign to create awareness for the new brand and drive on and off line sales.

Following dozens of suggestions, involving the whole agency, the name “Enable” was chosen. Guerilla’s Creative Director, Geoff Foots, came up with the winning name. Geoff said, “Enable is a positive word focusing on the benefits of the product range which enable the user to do something that they would otherwise find difficult or impossible. We carried this positivity through the brand by using a bright colour palette and positive, lifestyle imagery.”

The brand was then applied to four new Enable stores were to be launched over a period of five weeks and were based in locations from Kinross to Portsmouth. The stores had to be accessible for the target audience and be clear and bright to allow customers to find what they most needed as easily as possible. The main product areas were clearly marked with colour coding and use of a highly legible typeface. Digital signage was used on counter and in windows to show the latest product lines and important customer information.

As well as working on the store environments, Guerilla was tasked to provide a cutting edge online e-commerce solution in order to maximise sales opportunity throughout the UK and beyond. This was designed to reflect the fresh and dynamic brand look already seen in offline design collateral. By blending the lively green and white colourways seen within the offline designs with optimistic images of the target audiences a user friendly design was created.

Guerilla decided that the most potent use of media would involve a launch campaign using traditional media of direct marketing, press advertising and PR to increase awareness within the individual stores local catchment areas, and online media to drive online awareness and sales.

Sandra Roberts, Enable Project Manager, said, “Guerilla seized the opportunity to create a specialist mobility brand for Rowlands Pharmacy and the results were impressive. They created a strong brand with a clear and positive identity that focuses on the benefits our product range brings. The overall results look stunning thanks to their expertise.”

For further information about Guerilla please visit www.guerilla.co.uk

For further information on Enable please visit www.enablemobility.co.uk

This was posted in Bdaily's Members' News section by Madeleine Griffith .