One of the trickiest pieces of branding is to reposition an existing brand to reflect a change in the market level of the business offer. Branding is all about perceptions and it is not easy to change levels from a mid range to high quality position. This was the challenge as Cherwell Windows planned to open a new showroom in Beaconsfield.

ADS Oxford were managing the marketing communications for the client and needed clear direction for their design work. Following the development of a number of brand positioning options it was decided that the 'Crafted or Created' approach was the best fit, bringing both the high end craftsmanship and current uPVC offer together in a distinctive way.