Services
Corporate brand development, Printed annual report, Corporate website
Disciplines
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Consultancy
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Wireframe
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Graphic design
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Brand strategy
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Visual identity
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The challenge
As Topps Tiles transitioned to Topps Group, unifying their growing number of premier brands, a cohesive identity was crucial. The company aimed to shift perceptions beyond their retail legacy, strengthening internal cohesion and aligning activities around their core purpose: “Inspiring customers through our love of tiles”. Additionally, Topps Group needed to address external market perceptions and supplier relations, positioning themselves for sustained growth. The challenge included developing this new identity and launching it effectively through their annual report and corporate website, reaching a broad audience of investors, customers and employees.
Our approach
To address these challenges, we embarked on a multi-faceted strategy. We collaborated closely with Topps Group’s executive team and board to align the group’s purpose, mission and values. A thorough analysis informed our strategic approach, which celebrated Topps Tiles’ heritage while also highlighting the group’s diversified offerings. This included creating a new logo, visual identity and cohesive brand ethos. We designed a new corporate website and annual report to serve as central platforms for showcasing the group’s diversified businesses. The website features intuitive navigation, comprehensive content about the subsidiary brands and highlights the group’s commitment to sustainability. We also developed clear and compelling messaging to communicate the evolution of the Topps Group, ensuring each subsidiary’s brand stood out while promoting a shared focus and synergy within the group.
The outcome
The new corporate website and annual report played crucial roles in communicating the group’s achievements, with a clean presentation, stunning imagery and comprehensive content. Investors gained access to essential information, including share price feeds, latest news and analyst research. The new brand fostered a sense of unity among the Topps Group’s colleagues, enhancing cohesion and promoting a unified culture. The improved online presence boosted engagement with stakeholders, reinforcing the Topps Group’s commitment to sustainability and transparency. This successful rebranding solidified the Topps Group’s position as the nation’s largest specialist distributor of tiles and associated products, setting a benchmark for excellence in corporate communication.