The BFS project team were being undercut by cheap imitation suppliers. The service proposition and brand needed to be repositioned as the premium, trustworthy choice as well as communicated to a new audience (architects and construction companies).
Having consulted the Big Foot Technical team, it was apparent that an archive of project case studies had been kept by the project managers, but had not been consistently recorded. Project imagery was varied in quality, as was the written copy. Over the years multiple project managers had written the case study descriptions – none of whom had a consistent tone of voice.