Naylor
Bringing a 130-year-old family business into the future.
When a business reaches the ripe old age of 135, it can be hard to know how to present itself. The goal is to honour the respected name while also looking to the future. This rebrand project sets out to do both.
Our strategy centred around the idea that Naylor’s work had, for over 100 years, been about delivering great products, meticulously and expertly. This was captured in a brand platform: Engineered for life – words to reflect the utility and longevity of what they make but also the way their product is often buried deep beneath our feet, quietly powering the infrastructure in our lives.
Design decisions were all about amplifying the idea of being ‘engineered’ and high performance – Naylor’s product is often laid in trenches in the ground, so we created typography that used cuts to reflect that. Something completely bespoke and unique to Naylor – now they could use design to stand out and capture more customers.
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