Inchcape

The Brief

Inchcape Plc, the world’s largest automotive retail group had refreshed its identity but needed an agency to roll out the new branding across all marketing communications, both internal and external, including signage and interior displays.

Milestone was asked to create a sub-brand treatment for the organisation’s different divisions and an internal style for branding the many incentive and reward programmes.

The brief also included the development of consumer branding for communicating directly with the company’s many retail end customers.

The Solution

The first stage was to unify the organisation’s many websites into one cohesive look and feel, working with a combination of new and existing suppliers for speed and efficiency.

As we developed the clean, contemporary typographic look across stationery and marketing materials we managed signage programmes for each of the main UK sites and supplied comprehensive guidelines for overseas operations.

The internal launch included literature about the company’s rich history of over 150 years, highlighting the new opportunities for growth and the strength of the new brand. Contemporary wall art was created for office interiors inspiring staff about the company’s growth, vision and values.

A brand resource website was built for global users to download guidelines and assets.

New consumer branding was introduced with exciting promotional initiatives to drive sales, loyalty and awareness of Inchcape’s green credentials.

The Outcome

The new look and feel has transformed the perception of the brand with staff, customers and partners and provided additional confidence for extensive growth overseas in emerging markets.

Many of the new initiatives launched with the re-branding programme by Milestone, including customer communications and green strategy have added significant value to the business.

“I’ve been delighted with the work carried out by Milestone on the re-branding of our business. Their work has been bold, creative, innovative and, most importantly, consistent. However, what has impressed me most about Milestone has been their desire to work collaboratively. I feel by working together with me as a team to achieve the end goal they now have an intuitive understanding of my requirements. This understanding has led to them becoming an invaluable support to our business.”
Allen Scott, GM – Marketing, Inchcape Retail