Clarks Vehicle Conversions
The Client
Clarks is one the UK's leading specialists in converting commercial van interiors for crew and remote worker activity and similar applications.
The Challenge
Though a very successful company with a well established brand, Clarks had grown organically and without the need for much in the way of marketing materials. Rare was engaged as part of the Design Works programme (a joint initiative of the Design Council and the local Business Link, now being rolled out nationally as Designing Demand) to review branding and create a marketing communications strategy that would include a website and brochure.
The Solution
Following an initial review, we recommended to retain the existing brand identity unaltered and to utilise it to better effect in the materials produced. Given the specialised focus of the business we concluded that a small number of high quality tools would be appropriate and agreed that phase one would comprise a website and brochure. We also considered a direct mail campaign as a client awareness and recruitment tool and this may be utilised in a future phase.
The Creative
Using the main colours form the brand identity, we adopted a clean white background for the website and brochure backgrounds with blue as the main print colour. A central part of the visual style was the creation of schematic drawings with numbered and colour coded areas to show on board features such as seating areas, washing and toilet facilities, cooking, storage and similar applications. Illustrating standard and bespoke configurations in this way helps the purchaser imagine the options. A number of features were incorporated into the website to add interest. These included the ability to select and enlarge images, large schematic drawings and rotating images on main pages. The website is built in a client-friendly content management system, enabling real time amendments to be simply and easily made. The brochure reflects a similar style and is produced via small run digital print to facilitate frequent updating.
The Results
Following the introduction of the revamped brand style and materials, Clarks remain very busy with strong order books and are attracting new clients.
