From private label to own brand equity
Based on STARK Group’s own values and the target group’s needs, Marketsquare and STARK Group developed a new communication platform that meant saying goodbye to tools, equipment, workwear and what makes a building ready for occupancy to allow RAW to focus exclusively on building materials.
Implementation in five markets
Brand identity and communication platform
New Northern European brand
Cutting to the essence
Based on the STARK Group’s own values and the target group’s needs, Marketsquare and STARK Group created a new communication platform that meant bidding farewell to tools, equipment, workwear and what makes a building ready for occupancy to allow RAW to focus exclusively on building materials.
Trust in the orange logo
Professional builders must be able to fully trust the building materials they use because inferior products and mistakes can be disastrous for a company’s bottom line and reputation. For this exact reason RAW’s relaunch meant the development of both a clear value proposition and leaving behind other product categories to allow RAW to take ownership of building materials, where saving money can come at a cost.
The way we build
If there’s one thing that uncompromising builders agree on across borders in the Nordic countries and Germany, it’s high quality construction. There’s any number of ways to build but RAW is the foundation that can withstand everything from changing weather conditions to diverse building techniques to growing requirements in the construction industry. RAW calls this “The way we build”. Validated insights underpin the new corporate visual identity that RAW is building via its new communication platform.
Game-changer in the rental car market