Propaganda Brand Strategy has delivered a transformative rebrand for Blinds Direct alongside an integrated marketing campaign including a new national TV advert premiering across the UK and ROI.
Over the past 23 years, Blind’s Direct’s parent company Interior Goods Direct has built a strong reputation for quality products, service and innovation. Since launching in 2017, Blinds Direct has quickly established itself as one of the UK’s leading online made-to-measure window furnishings brands.
Known for its great service, Blinds Direct has approachable and understanding advisors available by phone or online chat to support any customer issues or questions. Based in the business’ Huddersfield HQ, working alongside the craftspeople who make the blinds by hand, the expert advice team knows the products inside out and understands the pressures and nervousness that some customers might feel.
With significant growth ambitions, the business approached Propaganda to define and shape a refreshed brand strategy that stays true to its core identity and values. The challenge was to create greater distinctiveness in a crowded category, where many brands compete on similar functional benefits – from choice and price to promotions – and to give customers a more compelling reason to choose Blinds Direct.
Through Propaganda’s proprietary Brand Discovery™ 90-day research process, a clear confidence gap was uncovered. While consumers value the independence and control that comes with buying online, choosing and installing made-to-measure blinds can raise questions along the way. From getting measurements right to feeling confident about fitting their blinds, customers value having access to clear online advice and practical guidance, with real people on hand to offer extra support whenever they need it.
With this reputation, Propaganda identified an opportunity for Blinds Direct to combine the independence of online shopping with the knowledge, guidance and reassurance of their experts who know what they are doing.
The result is a new strategic proposition for the brand, playing on the traditional home renovation slogan. Instead of Doing It Yourself or handing over the entire process to a professional, Blinds Direct is inviting house-proud consumers to “Do It Together.” This proposition gives renovators the confidence to make their own choices while ensuring they never feel like they’re going it alone.
Alongside the rebrand, the ‘Do It Together’ proposition has now been brought to life in a fully integrated multi-channel campaign, with native creative deployed across a refreshed website, social media channels, branded literature and an eCRM programme.
Additionally, Propaganda led the concept, script and art direction for a new TV advert. Directed by Yoni Weisberg and produced by Chief Productions. With a 30-second and 10-second version, the ad is now playing across a mix of national and regional channels in the UK and Republic of Ireland, including ITV, Channel 4-owned and partner channels, and Sky.
Job Brown, Operations Director at Blinds Direct said, “We had very high expectations when we started working with Propaganda, but were completely blown away by their rigour, creativity and understanding of both us and our customers. Having spent over two decades building our wider business around quality, expertise and great service, we needed the Blinds Direct brand to reflect that. ‘Do It Together’ does this perfectly and we love how Propaganda brought the concept to life across the rebrand, campaign and TV advert. For us, it’s a promise to keep building on that reputation we have, and to keep doing more to support our customers through innovative products, a truly market-leading service and unrivalled customer care”.
Craig Harrold, Managing Director at Propaganda said, “Home and decor are deeply personal choices, so to stand out in a crowded category, Blinds Direct needed a proposition that connects with customers on an emotional level. At its core, the campaign and rebrand are all about highlighting what Blinds Direct is already doing, supporting customers with expertise, advice and great service. After an amazing response to the launch, we’re excited to see this continue to deliver meaningful results moving forward.”
