Naturally Stronger brand encouraging repeat business

The challenge

Croft Poles & Timber is a Northland institution amongst any locals who build with pine poles/posts. Founded over 100 years ago by the Croft family it continues to be owned and operated by the family today.

An established and well-known business they approached bigfish to help them capture more market share from existing customers, to encourage more repeat business and let people know they’re about more than just poles.

The solution

As the business evolved they felt it was time to create a new brand for future generations. A brand that would both represent them today and take them forward into the future.

Along with a rebrand of their logo we also introduced a sub-brand which focuses on the high density Northland pine they use. Pine grown in Northland is stronger because it grows more slowly and that strength is a feature of the sub-brand – Naturally Stronger.

The new Croft logo is a stylised sawblade combined with the Croft ‘C” and we introduced the word timber into the brand name to reflect the growth in timber product lines over the years.

Along with the new brand Crofts has introduced regular EDM communications with their customers, transformed its sponsorship approach to target specific community organisations, whose values align with theirs, and made their popular hoodies even more of a collectors item.