Ring Automotive

Our challenge was to create a brand presentation across product packaging and communication campaigns that was consistent, coherent, creative and competitive for a brand that was fast moving, with thousands of products in multiple markets across trade and consumer offers.

Additionally there were many stakeholders from investors, senior managers, marketing, sales, product development and international offices and an ambition to grow the business both in the UK and into Europe so we had to consider any localisation issues too.

We started with research to help Ring understand where it was now in terms of perception to help us define what we needed to fix. We conducted interviews with investors and senior managers, key clients from the UK and major international markets and conducted workshops with staff form all departments.

This helped us develop a stable brand strategyto develop a powerful position and offering for both trade and consumer audiences.

The new brand's visual application was designed for composure and assuredness to reflect Ring's technical and considered approach. This includes a vibrant and unique colour range, a contrasting and engaging suite of photography, consistent naming and layout of product titles as well as features and icons which have been developed to aid recognition instore and online and to create stand out at point of sale.

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