Rebranding, guidelines and roll-out

The Background
Sometimes, business expansion brings its own problems. For IKO, years of acquisitions and mergers brought a confusing hierarchy of brands and systems. To make life easier for customers and create cohesion between the group and its three sub-divisions – IKO roofing & waterproofing, IKO polymeric and IKO insulation – they needed a new, modern look.

What We Did
Research and an internal review of all the brands ranked them as systems or products and created a definitive hierarchy for a common identity. Northstar then created consistent yet flexible brand guidelines, together with sample brochure covers and layouts, with guidelines also being created for literature, POS, internal activity, presentations and more.

It Worked!
The re-brand paid dividends. A simpler, more consistent suite of literature has emerged, and the guidelines make it much easier to control internal activity and external agency output.