Volkswagen Heritage

Strategy, workshop engagement, identity, graphic design, project management.

Background

VW Heritage is the UK’s largest classic Volkswagen parts, selling VW parts to customers across the globe. It began life more than 25 years ago and still carries the same ethos of being run by enthusiasts for enthusiasts.

Process

VW Heritage wanted to grow and whilst there was an iconic brand name built in, the brand identity was muddled; the struggle to reconcile an historic brand in a contemporary setting leading to confused positioning.

In addition to this, their digital offer was underdeveloped with a website user experience that didn’t work, brand communications that needed rethinking and a data management strategy that needed refining.

Execution

We held a ‘Getting to Know You’ strategic marketing workshop where we worked with the business owners to understand the business from the warehouse to the boardroom.

After thorough analysis of the competition to identify both USPs and opportunities, we honed in on and developed on the key market drivers and messages and worked up a series of mood boards and designs to represent their various sub-divisions and events.

Based on this clearly defined proposition, we developed a new brand identity that reconciled the iconic with the contemporary and developed website concepts that would embody the brand and improve usability.

With internal stakeholders fully engaged with our work and positive results from user testing, we locked the new identity into detailed brand guidelines, giving the company a blueprint from which to develop and grow.

We set things in motion with a social media strategy augmented by full training to help express key brand communications in 140 characters.

Result

The company went from strength to strength over the course of the period we worked with them and our work laid the path to their eventual move into larger premises to accommodate their rapid growth.

“Pleece & Co helped us to grow our business in a recession whilst our competition lost ground. They did this through their creative marketing and dynamic social media strategy. They also sorted out our company’s design, website and email newsletters. All with great results. They come highly recommended if you are looking to increase sales and grow your business.”​

David Ward, MD of VW Heritage, UK’s largest VW parts supplier

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