A new arm of construction company Mowlem is to launch with naming and identity developed by The Brandnaming Company, working with MPL.
Skillbase will provide what is planned as the first nationwide 24-hour home repair and improvement call-out service. Initially operating in the Midlands, the company will carry out repair services for domestic clients of insurance group Commercial Union. Customers will eventually be able to call Skillbase direct.
“Our aim is to make Skillbase a household name in home repair,” says Skillbase managing director Brian May. The company plans to achieve a turnover of more than 30m during its first year.
The Skillbase name and identity was developed after research showed poor consumer recognition of the Mowlem name. The Brandnaming Company was appointed after a proposals pitch against rivals including Interbrand.
The Brandnaming Company, along with sister company CLK and MPL, left the Princedale Group in a management buyout last spring.