Fiorino Concrete offers full-service concrete installation and maintenance solutions that can guarantee a long-lasting finish on any surface, including driveways. Community Vote 2019 winners, Fiorino prides themselves on their friendly and professional service adding beauty and durability to homes (and municipal and commercial properties) across the London region. Fiorino leadership is committed to delivering high-quality products and service with their highly respected and trusted team. This expertise has earned them the reputation of being able to deliver stellar work in a highly competitive industry. With a new strategic opportunity in the private home market, Fiorino Concrete was looking to ramp up their marketing to homeowners in London and surrounding areas and they chose sagecomm as their partners.
To stand out in a crowded and relatively traditional market, a refreshed brand position, visual identity and marketing action plan was required, and required quickly, to meet booking deadlines for the upcoming construction season. To tell the story of a modern approach to quality, durable concrete work, a new bold and edgy visual identity was created -- inspired by the foundational components that make up cement: sand, aggregate, water, and rebar -- and paired with a punchy, vibrant colour palette, and strong, simplistic logotypes. The loose, hand drawn illustrative style represents these elements and the components that make up the Fiorino brand promise - approachability, integrity, style, beauty, and longevity. This modern and creative take on concrete services, including a variety of graphic elements that can be used interchangeably, was then rolled out across a new website, social media and business materials including promo cards, lawn signs, crew hats and t-shirts. With a new playful, professional and unique brand and messaging in place, a comprehensive marketing campaign with audience targeting and a focus on lead generation was implemented for the spring-summer construction season. The results include a positive reception of the business’ new look and feel, increased brand engagement on social channels, and an increase in customer inquiries, setting Fiorino Concrete up for long-term success in the market.