Last week saw the official launch of the BeadMaster product range, and we’re very proud to be part of their journey so far. From the initial brand ideation, through to the creation of their brand identity, website build, launch video and other supporting online and offline marketing resources, BeadMaster came to the forefront and was officially announced to the construction industry at the London Build Expo 2019, Olympia, London. Here’s their journey so far.

Originally invented by Pete Carter, a plasterer turned electrician with over 35 years’ experience, Pete’s innovative product range was designed to make life easier for both trades. Enabling a perfect finish to be achieved around sockets, switches, downlights and sprinklers, this unique product saves time, money and effort for all involved.

So the journey began

The product was great and delivered fantastic results, but getting it to market was a whole new ball game for Pete, he soon realised he needed help.  Enlisting the support of aask us Ltd, an experienced and already established company who manufacture bespoke profiles and trims for ceilings and partitions, a partnership was formed back in the summer to enable Pete to take it to market on a much larger scale. The vision, to gain buy-in from electricians, plasterers, architects and major house builders.

But how would they get the product noticed?

aask us Ltd decided an obvious choice was to take it to the largest industry event of the year, where they knew they could present their solution to key decision makers. And so the London Build Expo 2019 was chosen and the hard work began!  They needed to give the product range a brand identity both visually and through messaging, to clearly define and differentiate it in the marketplace. This is where we stepped in to help.

Whilst this was going on, a decision was made to enter for Product Innovation of the Year at the London Construction Awards, as well as prestigious Building Awards to help raise its profile in these early stages. Both award evenings were running around the time of the event and, not surprisingly, BeadMaster was shortlisted for both. Great result and a fantastic motivator for attracting visitors to the event stand!

Preparing for the big launch

With the foundations for the new BeadMaster brand in place it was time to concentrate on the event stand. It needed to catch the attention of passers-by and offer visitors a real experience where they could see the products in situ.  

The first step was to create a mock-up of the stand design, utilising some of the resources already created in the initial branding exercise. An obvious choice was the short, punchy video which demonstrated the simplicity of the product installation. Supporting a nice catchy beat to emphasis the various stages involved in the process, this became a key element of the stand design alongside a large panel presenting the various product installation phases.

The next phase involved building the actual stand. After initial design approval, aask us Ltd used their specialist skills and products to produce a solid structure incorporating raw plasterboard at the bottom showing the cut out and bead products in place, the uncovered cut out was shown in situ with a plastered and lightly painted finish. The final stage was then shown on a painted surface.

With these varying surface types, close consideration was given to the final phase of the build to complete the look. Cut vinyl graphics were carefully stuck to all three surfaces following a sample test to double check suitability. We opted for profile cut graphics on a latex print, high-tack vinyl throughout and were delighted with the outcome.

In addition to this, a selection of give-aways were created including hi-vis branded jackets and bags containing sample products, brochure packs, t-shirts and — of course — sweets!

The outcome

What an amazing response! Inundated over the two days with visitors from leading brands to celebrity trades people – yes it’s Mark from DIY SOS. The video, with its eye catching and distinctive beat, stopped passers-by in their tracks and the visual representation of the products in situ, proved too tempting for people to ignore. As a result, hundreds of visitors registered an interest in the BeadMaster products and the team are looking forward to the opportunities that await them.

Job done!