Repositioning the experts in metal printing with a new name, brand identity and website

With more than a century of expertise and significant new investment behind them, Caldicot Metal Decorators asked Valiant to rebrand and reposition them as innovative masters of their craft in a changing and challenging market. We transformed them into the ‘Tinmasters’; giving them a new name, a new look and a revived sense of purpose. The process helped them win two years’ worth of new business in just four months and showed employee engagement at an all-time high.

CMD appointed Valiant to overhaul their brand positioning and create a strong foundation from which to drive awareness of their expertise; the aim being to market them to a broader prospect base.

Their existing brand identity and website presented the business as a dated manufacturer and gave no indication of their expertise or high service standards. Their brand offered no visual differentiation or competitive edge between them, their two local competitors or their European competition. They needed to clearly show their strengths and skills and forward-thinking approach. It was time to stand up and stand out.

Through our Discovery workshops and process we got to know the team, hear their story and importantly, understand their values. From this we set about representing them to the world in a way that truly conveyed their unique skills and services.

First of all we started on their name. We’d seen the team in action, watched their incredible skills and learned about their history as a company as well as their location. We changed their name from Caldicot Metal Decorators – which completely undersold their industry-leading technology and expertise – to Tinmasters. It felt like the perfect name for them. With a nod to the tinworks site that existed on their location over 100 years ago, as well as their mastery of printing onto tinplate. Tinmasters captured their history and skills perfectly. The name put the employees at the absolute heart of their proposition.

An important part of the naming process is trademarking and finding an appropriate, and available, domain name to use. For Tinmasters we were fortunate to have found a name with an available .com domain available and no competitive businesses trademarked in the same category.

Once the brand strategy is completed we use all of that rich insight to inform the creative process. Bringing Tinmasters to life visually was an inspiring process. In a manufacturing world where investment in brand and marketing has been minimal this was a brilliant opportunity to gain a competitive edge. The business has struggled to attract the talent needed to meet their future goals, so the branding was a critical part of repositioning Tinmaster to prospective employees.

The website has the potential to be the most far reaching marketing tool for any business. We designed and built a streamlined platform to showcase the Tinmasters’s expertise, history and their work. Building a modular WordPress site has enabled their team to easily add content, build landing pages for campaigns and provide a reassuring overview to prospective customers. Take a look at their site here. 

Video and photography of the Tinmasters themselves brought all of their brand and marketing to life.

“The naming, brand and website launch has been praised universally by clients, suppliers and employees. The team were engaged throughout the whole process and the newly branded workwear went down a treat. The Tinmasters name refers to the expertise of the talented team and there is a definite pride in being part of that now. It has prompted existing clients to discuss additional, and larger contracts, as well as bringing in those precious new customers and contracts. ”

Just a few months after launch, the project won many awards including International B2B brand initiative awards from B2B Marketing International.

The exceptional result however, was that Tinmasters won enough new business to fill capacity on their new line within four months – this was forecast to be achieved within two years of launch.