Gateshead-based creative consultancy FyfeAnderson has been commissioned to oversee the design of an in-store marketing drive for Ashtead Plant Hire’s A-Plant outlets.
The company is Europe’s largest non-operated equipment outsourcing and rental company and runs customer loyalty schemes in conjunction with Argos Business solutions. It has briefed FyfeAnderson to raise the profile of this area of its business through a total of seven design projects, including point-of-sale presence, brochures and identities.
A-Plant marketing manager Carly Milson says, ‘Previously we’ve always handled point-of-sale and literature in-house, but ours is a service industry and we want to be more retail-focused.’
The largest project is the design of the company’s point-of-sale presence across its 268 sites. At present point-of-sale is sparse and unstructured and the company is looking for a more uniform solution, according to FyfeAnderson’s managing director Dave Fyfe.
Fyfe says the consultancy has been given an open creative brief in order to raise the profile of A-Plant in-store.
‘Equipment is available for hire by the general public as well as contractors, and A-Plant is keen to raise awareness of this,’ says Fyfe. ‘We’re planning a very simple, colourful, bright approach to get in people’s face.’
The finished visuals are due to be rolled out in-store within two months. The consultancy was originally approached by A-Plant on the strength of its work for Argos catalogues.
FyfeAnderson was set up by Fyfe and creative director Lynne Anderson. The group concentrates on retail graphics projects.