BSW – The UK’s largest integrated forestry and sawmilling group appointed Propaganda to conduct a strategic brand review across its estate of group companies and capabilities. Introduced by Endless LLP, the brief was to enhance BSW’s value through a clear, compelling brand narrative – ultimately preparing the group for exit in three to four years.
Propaganda’s Brand Discovery™ consultative process established how to do just that; positioning the group for accelerated and sustainable growth and communicating the combined value it offers under an overarching group brand – with an overall ambition to be the most innovative, technologically advanced, and sustainable timber business in the UK.
This new direction set out to disrupt a traditional industry and showcase timber “in a new light.” A vision that Propaganda’s creative execution perfectly articulates, through an exciting, vibrant, and progressive identity – one that stands apart from the markets go-to, uninspiring, landscape imagery. Shot in Bramham Park, Wetherby (a BSW managed forest), Propaganda literally lit up the forest to create the unique brand imagery.
“Our primary intention was to break away from the cliché images, which are synonymous with the industry in order to create something futuristic that symbolised the brands ambitions to lead the industry forward. A vision the group also embraced. Images of the woods at night, often look cold and lifeless – a challenge we embraced. We pushed every boundary we knew as the goal was to make the forest feel alive and illuminated, which we undoubtedly achieved.” says Lee Bennett, Head of Creative, Propaganda.
The creative is now live across the full group, with the relaunch including a national trade campaign, and a dynamic website, which showcases the groups positioning.
Prior to the official launch, the group was successfully acquired by Binderholz – Europe’s leading timber processing operation. Our strategy to present sustainable, value-creating capabilities under a group banner echoed Binderholzs’ values and ambition – and was a big part of the attraction.
Following the acquisition, Propaganda continues to work with BSW to support and roll-out the group launch, as well as the creation of various thought-leading initiatives that will drive positive change for the group, and the industry.