Building a Group brand for the future.
My role
- Creative strategy
- Brand identity
- Creative direction
- Digital experience
- Group rollout
- Multidisciplinary team leadership
The business had changed. The name hadn’t.
Originally known for plastic pipe and drainage systems, Polypipe had evolved through years of acquisition into a diverse Group of specialist construction businesses.
While each business retained its own identity, the Group brand no longer reflected the organisation Polypipe had become.
A name built for growth.
The first challenge wasn’t designing an identity. It was finding a name broad enough for the business Polypipe had become, and flexible enough for where it was going next.
Working closely with the leadership team, we developed Genuit, a distinctive name inspired by genius and ingenuity. Free from product associations, it gave the Group an identity designed to grow with the business.
The new name became the foundation for a flexible identity system that could evolve alongside it.
Giving the Group an identity of its own.
The new identity created a distinct corporate presence for Genuit, sitting above a portfolio of established specialist businesses that retained their own brands.
It was applied across Group-level communications, from investor materials and corporate literature to presentations, exhibitions and internal communications.
The result was a flexible identity that could give the Group a consistent voice and presence, without replacing the individual brands beneath it.
A new group, made digital.
The website became one of the first major expressions of the new Genuit identity, bringing the Group’s businesses, strategy and purpose together within a single digital experience.
I led the creative direction and design, translating the new visual system into a flexible digital language that could communicate clearly with investors, customers and prospective employees while giving the newly formed Group a confident presence of its own.
Bringing people with us.
A new name and identity only works if the people behind the business understand what it represents.
To introduce Genuit internally, we created a launch film that explained the thinking behind the change and the ambition for the Group. I co-directed the film, helping shape its visual approach and storytelling to make the new identity feel relevant to employees across the organisation.
Impact
Genuit transformed a collection of specialist businesses into one unified Group brand, creating a clear identity for investors, employees and customers.
Adopted across the Group, the new identity created a scalable platform for continued growth and future acquisitions.
The launch gained national recognition, with coverage in The Times.
No.1
Brand in the market for brand search
63.19%
Share of all branded search versus identified competitors
