Construction materials rebrand reaches its pinnacle
2 August 2021
The Breedon Group is one of the UK’s leading construction materials suppliers, producing cement, aggregates, asphalt and ready-mixed concrete for use in a wide range of industries.
It is a longstanding client Quiet Storm client, and we have worked closely with its various departments on several major projects in recent years. In January 2020, it acquired around £178m of assets from CEMEX, including a portfolio of high-quality, well-located operations across the UK and a further 170 million tonnes of mineral reserves. The move strengthened Breedon’s regional footprint in the UK.
The acquisition was subject to an investigation by the Competition and Markets Authority (CMA), which instructed that the assets should be held separately from Breedon until its conclusion. So, Breedon created a ring-fenced business led by an independent management team and operating from its own offices.
Pinnacle Construction Materials was launched in August 2020, offering a comprehensive range of heavy building materials, including aggregates, asphalt, ready-mixed concrete, concrete products, cement and contracting services, from around 100 sites across the UK. Its operations have since been integrated into the Breedon Group’s main construction materials business in Great Britain and now trades as Breedon.
A smooth transition
Following Breedon’s acquisition of CEMEX’s assets, it quickly needed to roll out the new Pinnacle Construction Materials name and brand identity across 100 sites and develop a web presence to keep existing and new customers informed of the changes.
We worked closely with a small project team at Pinnacle to develop a new logo and visual identity before producing physical ignage for all sites across the UK, along with branded livery for the company’s fleet of construction vehicles. We coordinated an email marketing campaign to inform existing customers of the change and created a new brochure website that outlined Pinnacle’s range of products and services.
The website included a ‘location finder’ to help customers get to their nearest site and a news portal to keep customers updated with the latest developments. We also helped facilitate the site’s transition into the Breedon Group’s main website following the CMA’s approval.
‘Efficient and professional’
Steve Jacobs, Pinnacle’s Head of Communications, said:
“We’ve worked with Quiet Storm for many years, so they were our first port of call for the project. Discretion was vital while the CMA investigation was ongoing. However, we still needed to update existing customers of developments, build the brand’s profile, and get the appropriate signage and branding in place across all sites and online.
“As always, the team at Quiet Storm were extremely efficient and professional, helping us to roll out the new branding to 100 sites across the UK and help facilitate the transition into the main Breedon group once the CMA investigation had concluded.”