Case Study:

SWS UK Rebrand

Blumin consolidated a tired and disfunctional brand architecture, and developed an award winning re-brand of SWS UK.


Following a 5-way pitch, Blumin was appointed by SWS UK; the UK’s leading manufacturer of physical security products, industrial doors, roller and sectional garage doors, awnings and roofing systems - to transform their brand and commercial performance in line with ambitious financial targets.

We needed to create a brand with heritage, history and serious credibility - whilst presenting a refreshed, revitalised and relevant brand.

Blumin’s appointment as branding agency and consequently retained marketing agency has proven a landmark juncture in the SWS UK journey.

Circa £50k incremental revenue within 60 days, attributed to online enquiries.

The Brief

The brief was both challenging and complex, requiring us to differentiate SWS UK in an increasingly crowded market by designing value into its customer journey at every conceivable touch point.

Since launching in 1985, SWS UK had established a market leading position and an enviable reputation for product innovation and customer service excellence; boosting consistent organic annual growth with a plethora of acquisitions.

When surveyed, many independent distributors knew little or nothing of the Group’s full and extensive offer; demonstrably leading to lost sales simply through lack of awareness.

The Idea

To create a distinctive corporate identity, a confident new positioning and compelling personality and tone of voice, supported by a clear brand architecture; designed to align a previously fragmented and visually disconnected portfolio of Group companies and sub-brands.

Research proved the existing brand had heritage. Through feedback it emerged that stakeholders wanted to recognise ‘old’ SWS UK post rebrand. So we sensitively retained the proven equitable elements of the existing device - namely letterforms and colour - to create an evolved brand identity that incorporates a respectful nod to the previous incarnation.

The Design

Our design team inherited the SWS UK logo device. We retained the existing SWS UK letterforms but removed the 3-D effect which we felt unnecessarily cluttered and complicated the device. We also emboldened the characters slightly to add weight, literally – and gravitas, visually.

The red horizontal line device was originally included to represent roller shutters. However, due to the fact that the client’s portfolio had expanded exponentially since its design – this treatment was no longer relevant.

We needed to create a distinctive brand identity and graphic language with flexibility to adapt effectively across an extensive (even sprawling) family of Group companies and sub-brands – providing instantly recognisable and ownable brand territory going forward.

We introduced a shield device to hold the SWS UK letterforms, which we then confidently underscored with a modern red ‘seal’ to represent security, trust, reliability and quality.

The ‘UK’ suffix was an important, indeed mandatory, element to include. Its careful positioning and relationship with the SWS UK shield adding instant recognition to the overall device.


Quantifiable results:

  • 20 new distributors signed-up within 2 months of the rebrand launch
  • Post launch survey ranked effectiveness of rebrand and website at 4.86 out of 5

Other quantifiable results measured from website:

  • Approx 75% uplift in online enquiries in Q.1 2012
  • Circa £50K incremental revenue within 60 days, attributed to online enquiries
  • Client’s rebrand investment effectively recouped within 2 months
  • Visitors viewing 50% more pages due to clearer navigation and considered layouts

Anecdotal outcomes:

  • The rebrand was universally applauded internally - even by those most resistant to change - and is now considered as the catalyst for galvanising the businesses market position

Unexpected outcomes:

  • SWS UK are frequently asked by their distributors who their agency is
  • Two SWS UK distributors were so impressed by the SWS UK rebrand, they’ve since appointed Blumin as their creative agency
  • SWS UK are now able to pass on the costs of rebranded collateral to their distributors due to its perceived value
  • The result of our approach to the SWS UK rebrand project demonstrated to the Board that our team totally understood their business and marketplaces. This confidence earned us the brief to develop their proprietary lead management tool; a software solution designed to track enquiries, intelligently distribute/manage leads and maximise conversion.

£50k incremental revenue within 60 days

More page views due to clear branding and signposting

75% uplift in online enquiries in Q1


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