Our work for Topline

Topline newly branded store opens

18 March 2008

Following on from the Topline brand development, the first newly branded store has just opened in Longford. In the past Topline member stores have varied greatly in product range, in-store branding and store navigation. There was little consistency in the execution of the Topline brand, external and internal signage and Point of Sale from store to store.

Traditionally Topline hardware stores were geared towards the male customer. In response to market conditions Topline members now target a wider market segment and are extending their product range and positioning to include home and houseware products. Store layouts are being enhanced and improved stocking systems introduced, allowing members to offer a wider range of home products within the same retail space. As females are the key decision-makers in home interiors, it is crucial that the new Topline stores have a softer approach and more feminine appeal.

The new store interiors have a lifestyle feel through the introduction of colour, vibrant imagery and key product information points. Customers navigate the store with clearly differentiated department signage. Product information is presented in a clear, accessible way through a range of branded Point of Sale items. All of this leads to an inviting and colourful atmosphere, enticing customers to spend time and browse in-store. Roll-out of newly branded stores is under way and will continue through 2008.

Topline brand adds competitive edge

10 January 2008

Topline is the retail brand name owned by Amalgamated Hardware, an Irish buying group with member hardware stores throughout the country. Topline was a disparate, largely unknown brand used inconsistently by some of the group members. In the current changing and competitive hardware sector, the Topline brand identity system needed to be developed in order to position its members with a more competitive edge. Extensive sector research and member interviews, as part of the project, confirmed those views. The member stores were originally established as builders merchants, in the current climate they must move to also being hardware and homeware retailers - a big challenge! A new Topline brand mark, incorporating a tick mark, has been developed and reaffirms the name as 'the best', proactive and getting things done. Vibrant purple and green are out-of-category colours and were chosen to set Topline apart from its competitors. A key element of a Topline members' business is trade customers. A Topline Build brand mark in black and green was also created for this distinct customer group and differentiates the trade and retail side of the members' service offering. The equity in each member's name on a local level was recognised and careful consideration was given to the relationship between the Topline brand mark and member name, as shown in the concept sign below. A naming strategy for members was devised to ensure consistency across all Topline store names. Solving this problem was a crucial part of the brand identity project. The roll-out of the new brand identity system will include external and internal signage along with point of sale applications. The first new Topline store is due to open  in Longford in early March.

Topline research and brand strategy

01 September 2007

Topline is the consumer retail and trade brand of a hardware buying group Amalgamated Hardware. At the time this research was undertaken, the Topline brand, originally established as a builders' merchants brand was not competing successfully within an increasingly competitive consumer retail market. Market trends, reinforced by the decline in the construction sector, meant that builders' providers needed to improve their retail positioning in support of traditional trade business.

The objective of our research project was to identify perceptions and experiences of the Topline brand and its communications across three key stakeholder groups - members (i.e. individual store owners), trade customers and light DIY retail customers.

Research informed a greater understanding of light DIY customers and their differing needs, purchase triggers and the key influences on brand loyalty. The relevance of brand name and strap line, the relationship between Topline and owner name, and brand stretch capabilities were researched through a variety of projective techniques.

Based on the research findings we recommended a brand development strategy that included retention of the Topline name around which various business-type positionings would be developed. Critical to the new brand identity was a system to address the relationship between Topline and the individual member's name and identity to capitalise on member reputation.

Resulting from the BrandScope strategy recommendations a new brand and retail proposition was approved by Topline members in 2007 and we then began the design and development of a new brand identity.