Fletcher Merchants 

This project was led by Michael Smythe (now a partner at CREATIONZ) in a previous incarnation as a director of Designforces.

It is offered as an example of a rare occassion when we were asked to do more than 'design a logo'. It also offers a lesson in what happens when the strategy is not followed.

As a result of mergers and aquisitions, Fletcher Merchants were operating retail outlets under seven different identities by 1981.

On one hand, each retail brand had a long-standing reputation and a loyal following. On the other hand, there was a need to develop nationwide TV advertising and letterbox drops.

The client wanted to know how they might coordinate these diverse identities.

After undertaking frontline research, we advised that a new brand was needed that could work with existing names.

We established both functional and emotive performance criteria. The name PLACEMAKERS emerged when we focussed on naming the customers rather than the company. A strong visual identity followed.

The strategy was to pitch to the trade through the mass media so the growing DIY market would perceive they could get trade quality at trade prices, and the trade would not be alienated.

It took only weeks for the new brand to be happily adopted by old and new customers. The participatory process used during the project resulted in a rapid buy-in from Placemakers management and staff throughout New Zealand.

The 'red-shed' sites were immediately recognisable (it was pre Warehouse). Unfortunately the ad agency lost the plot buy selling it in such a way that trade customers perceived Placemakers as offering amateur products at retail prices.

Subsequent brand-rescue work was needed to reposition Placemakers, but the robust name remained.

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