In-depth consultancy for Sharkey provides the construction company with the tools and confidence to grow its brand.
Through an in-depth research and consultancy process, we developed a strong and credible new brand that positioned the company as a leader within its sector, using the brand line Built on Character. We then worked with Sharkey to roll out the brand and gave its in-house design department the tools and confidence they needed to use the brand to help grow the company and enhance its reputation.
Sharkey is one of the UK’s leading providers of construction services. It has particular expertise in interior fit-out and refurbishment and works with some of the country’s biggest and most high-profile financial and retail brands. Still family owned, the company has a long and successful history of growth and innovation. This stretches back over forty years to when it was founded, as a joinery firm, by George Sharkey.
Why Sharkey approached H&A
Sharkey was looking for a partner to help it break into the highly competitive London market and consolidate its position as a market leader in Scotland. It had made a number of attempts to enhance its brand and on-line presence, but had not been satisfied with the results. It therefore recognised the need to bring its key stakeholders together to develop a coherent brand strategy that all staff could get behind. To do this it needed a consultancy partner that could integrate well with its in-house team and help them to roll out a new brand identity.
years in business, established in 1969
turnover across the business
staff across three offices
H&A carried out in-depth situation analysis of Sharkey’s company position. This process involved company leadership, all staff members and a broad range of Sharkey customers. It covered: company history, culture and goals; competitors, marketplace and opportunities; and customer profiling and journey mapping.
The situation analysis was followed by a series of strategy development sessions. These included an articulation of Sharkey’s company culture, its markets and customer positioning and the development of an over-arching plan for delivery.
Based on our research and the feedback we received from the company, we developed in-depth brand guidelines covering company culture, identity and design styles. Using these guidelines, we developed the Sharkey website. This included a website re-design and the production and implementation of all content (including case studies). We also provided templates and guidelines for all company documentation.
We planned and supported the roll-out of the new brand across the business and out to customers. We also worked with management and staff in a business consultancy capacity to re-define the roles, systems and processes of Sharkey’s in-house design department. We then provided on-going advice and practical assistance to support the development and implementation of the Sharkey brand.
Since working with H&A, Sharkey have enjoyed their best-ever year in terms of growth and turn-over. The improved brand has helped with this growth.
H&A’s input has brought Sharkey’s marketing and communications up to a level that reflects the quality of its work and that also meets the expectations of the highly demanding market sector in which it operates.
The process of developing and implementing the new brand has given Sharkey management and staff new confidence to articulate the strengths and values of the company. In a sector where one-to-one personal relationships are vital, this is a key benefit.
Enhanced staff expertise
At a practical level, the company now has a more efficient, productive and empowered design department that has a clearer remit and a more central role within the company.
Design to the fore
Design and branding is now a driver within Sharkey’s corporate culture and provides a stable platform for new business initiatives and marketing activities.
“H&A worked in a highly structured way, building strong relationships and successfully developed a solution with which we are delighted.”