Case Study: Grafton GB consolidates 50+ brands into a cohesive growth strategy with The Behaviours Agency

Grafton GB consolidates 50+ brands into a 15-brand strategy with The Behaviours Agency

Grafton GB, a building materials provider, faced a challenge after a period of significant acquisition left them with a fragmented portfolio of over 50 regional brands. Seeking greater marketing ROI and a focus on digital growth, their executive team enlisted The Behaviours Agency to lead a customer-centric review and develop a new, cohesive brand architecture.

The Behaviours Agency managed a comprehensive 18-month process that included extensive research and collaboration with the Grafton team. The solution delivered a new business strategy, a consolidated brand architecture, and a strategic design direction. The results were a streamlined portfolio of 15 core brands, the creation of a new B2C brand, and a 3,000-SKU own-label range, all supported by new master brand identities and guidelines.

Grafton GB