DIY Building Supplies

Brand Identity & Marketing Collateral

DIY Building Supplies is an online business connecting DIY enthusiasts and small, local tradesmen with the buying power of a national company. In an industry where intent is high but existing brand loyalty is strong, we built trust from the first google search and fostering a loyal customer base who thought of us every time they had a project in mind.

With some existing branding in place, I expanded the colours and typefaces out into a solid brand identity - focusing on a distinctive tone of voice, carefully selected brand and stock imagery and slick printed collateral to help win the trust of prospective and new customers.

  • Branding and visual identity

  • Packaging & Printed collateral design

  • Website design

  • OOH print design and artworking

  • Merchandise design & sourcing

Marketing Strategy

The marketing strategy centered around building trust in a new name in the industry through B2B and B2C relationships, turning high CPA customers into loyal fans.

By segmenting the marketing strategy into two key customer profiles - the local tradesman and the hobbyist DIYer - we could use a personalised approached that spoke their language.

Despite being an online business, we leaned into a local angle through sponsorships of local sports teams, showing up in-person where our customers were, and tapping into more traditional marketing channels such as leaflet drops, and OOH marketing in the local area, with the goal of strengthening relationships with local suppliers, and helping customers believe that the people behind the brand truly cared.

  • Marketing Strategy

  • Audience segmentation & CRM

  • Credit & Loyalty Scheme implementation

  • Blog & web copywriting

  • SEO & Tone of Voice

Email Design & Strategy

The email marketing strategy revolved around utilising CRM data to create a robust set of automated flows, and segment the campaign audience into two core customer groups: trade and hobbyist, with the messaging adapted to each, with a chatty monthly newsletter from the MD designed to build trust and familiarity, a monthly ‘projects for the month’ roundup, and supplementary seasonally-themed promotional emails.

This approach boosted returning customer rates by 23.31% with an average CTR of 8%, and boosted sales attributed to email by 121%.

  • Email segmentation & CRM

  • Copywriting

  • Marketing & Transactional email design

  • Campaign email strategy

  • Automation strategy & CRM

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Annie Dornan Smith