Ulster Weavers undergoes brand reconstruction with help from BWP Group
Ulster Weavers, a global textiles company based in Holywood, Northern Ireland, has approached BWP Group to lead a complex brand planning project, to enable the brand to embark on the next phase of growth.
Ulster Weavers can trace its history back to the nineteenth century – originally known as The Ulster Weaving Company, the company was divided into Ulster Weavers Home Fashions and Ulster Weavers Apparel in 1990. Ulster Weavers Home Fashions works with many home textile designers, including Designers Guild, Seasalt and Royal Horticultural Society; Ulster Weavers Apparel is better known for its Moygashel and Spence Bryson brands.
BWP suggested the company participates in a thorough brand audit starting with a full situational analysis, to build a clear picture of its services, products, audiences and the competitive landscape. This enables BWP to uncover the real business challenges that need to be overcome and set a roadmap for the future. They aim to develop clear brand architecture, values, mission, proposition, identity and brand guidelines, which will ensure its audience needs are matched to its offer in a very clear and direct way.
Kenneth Webb, managing director of Ulster Weavers, commented: “From our initial meeting, BWP’s expertise in brand planning was evident. We are excited to see both the immediate results and long-term benefits the project will provide.”
Kieron Weedon, BWP Group’s director of strategy, said: “We are very excited to be working on this complex but interesting global brand. Our experience in brand planning coupled with our creativity will ensure the project is a huge commercial success for the brand.”
Ulster Weavers will be joining a growing client list that includes CBRE, IKEA, intu, Land Securities and St. James Group.
BWP Group is a brand and marketing agency that specialises in retail and leisure destinations.
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