21°

Complete brand transformation with a bold new name.
Deliverables
Brand identity
Brand guidelines
UI & UX design
Web development
Print design
Content
Brand workshop
Content creation

21° are experts in creating energy-efficient homes that facilitate optimal health and comfort. Formerly Green Building Store, they needed a full, cohesive rebrand that truly communicated the future vision of the business, including a new website, tone of voice, and visual identity that could be applied to designs for brochures, an exhibition stand design, livery, uniforms, and all branding.

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The challenge

The brand’s previous identity didn’t align with its main mission of enhancing health and comfort in living spaces. The name ‘Green Building Store’ (GBS) connoted that the company built homes, that it was a physical store, and that its primary focus was sustainability. And, while increasing energy-efficiency is a factor, boosting health and comfort in living spaces are the company’s main goal. In a market saturated with brands that go for obvious connotations, they needed a complete overhaul, with both visual and written messaging that communicated what the brand really does and stands for.

The old logo was also dated (it’d been around since the early 2000s), so the company needed completely refreshed branding and a new website that effectively communicated its mission, boosted performance and user experience while also elevating SEO visibility and attracting more visitors. 

Our solution

First, we held a brand workshop to get a feel for GBS and redefine its mission, vision, and values. It was immediately apparent there needed to be greater emphasis on the health and comfort benefits GBS’ input provides, however the previous name was not representative of their offering. Our name change suggestion was a huge step for the brand, but a necessary one.

We renamed it 21° (often cited as the optimal temperature for health and comfort), designed a bold new logo (representing their full-circle approach to projects), and curated a warm, emotive colour palette. We implemented this brand identity across the website, which was redesigned for enhanced user experience, giving a more modern, polished digital presence. Through strategic PR and content, we ensured a seamless transition to 21°, garnering positive internal feedback by holding a staff event, and laying the foundation for success which we continue to support.

Although a name change was a big step, it was a necessary one. The rationale behind this new name is of course reflected in the visuals and design, reinforcing the brand’s power to create life-changing homes. Following a full content audit, we identified any gaps and areas of opportunity going forward, and have created a content plan with each suggested piece aiming to help achieve a specific business objective.

Alice MacLaverty

Content writer, The Bigger Boat

The Bigger Boat really impressed us with their ability to understand us as a company, as well as our vision and values. They didn't just take our initial ideas and run with them; they took the time to dig deep into our brand identity, and ultimately helped us refine and solidify a message that perfectly captures who we are. I honestly wasn't expecting it to go so well – no reflection on you guys, just people on our side don't like change – but feedback back in the office was all very positive. There were definitely smiles when it dropped.

Nicola Briscoe

Marketing officer, 21°

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The Bigger Boat
Suite 7, The Watermill
Wheatley Park
Mirfield, West Yorkshire
WF14 8HE

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