Keeping operations running and people safe
Category
Industrials
Retail
Deliverables
- Brand development
- Copywriting
- Campaigns
- Print design
- Packaging design
- Brand film
Web UI design
- Digital development
The challenge —
Cromwell has supplied high quality tooling and safety products for customers for 50 years. By 2024, the brand was well respected, but there was a feeling that it's unique story was not being told effectively. This was especially the case online, where the website performed well, but didn't reflect Cromwell's service-led strengths.
The approach —
Working with strategist Nick Ramshaw and writer Lanie Green, we sharpened Cromwell’s story around service, delivery, and range. A purpose film, refreshed messaging, and authentic imagery brought warmth and consistency, while the existing brand identity was rebalanced to feel more confident and customer-focused.
The solution —
Collaborating with Cromwell's in-house Digital Team, we redesigned key pages of the website. This included modular templates, new assets and clear guidelines. The refreshed brand was rolled out to vans, marketing campaigns, and a new range of own-brand products – all backed by strong TrustPilot reviews and a sharper, more unified tone of voice.
“I was looking for help to sharpen how we tell our brand story. We knew we had to build more emotional connections with customers & colleagues, and communicate our key competitive advantages and the areas where we have a right to win. Nick, Lanie, Richard and the MONO team came together to deliver spectacularly on this brief. The new website design feels much warmer, reflecting our great people and service, and adds brand to an already very well functioning e-commerce site. The team has helped us tell a much more joined-up, engaging story, peppered with outstanding reasons to believe, helping to bring our compelling purpose to life.”
Neil Jowsey, Managing Director, Cromwell.
As part of the brand refresh, we helped Cromwell to develop a simple, scalable design system for own-brand product packaging. With a range of quality everyday essentials, these products needed to compete with more established brands.
