Abbey Glass
Established in 1992, Abbey Glass is a growing business with an impressive customer base, providing bespoke glass solutions for demanding commercial environments, all manufactured at their plant in Wales.
The leadership team approached CMDi to help the business strengthen its brand with a clearer value proposition, positioning strategy and creative identity to drive share growth in the premium glass market.
CMDi worked closely with the team to develop a blue ocean strategy, focusing on key strengths, whilst identifying how Abbey could become even more relevant to customers.
A vision was created to underpin future direction, with the team united behind the goal to ‘transform spaces through innovative use of glass’.
Unique differentiating benefits were clearly articulated and the creative strategy was based on challenging customers to be bold in glass – to go beyond the ordinary.
CMDi crafted a guiding brand story and powerful premium based identity, all designed to transform the business and move it into the premium territory the team wanted to own.
Challenge
The challenge was to strengthen the premium value of the Abbey Glass brand and to grow their value share of the design, supply and install market. The project wasn’t about a new design, but about transforming the business to build sustainable brand value.
Services
Brand positioning strategy • Creative identity and guidelines
Results
Recognition of the new identity is growing amongst customers and the market, responses have been ‘beyond the ordinary’.
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Thank you so much for helping us find what we wanted to be. We now feel like we are building a stronger identity. I’m always happy to provide CMDi with a reference, great work!Angela Worgan, Managing Director, Abbey Glass |