Williams brand refresh

A refreshed identity to match Williams’ ambitious expansion
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The brief

Williams & Co is an award-winning plumbing and heating merchant that supplies exclusively to the trade. With over 50 branches and fulfilment centres across England and a growing online presence, the company has built a reputation for reliability, efficiency, and exceptional service.

As the business continued to grow, the marketing team recognised the need to strengthen and unify their brand identity, ensuring it reflected their professional standards and ambitious ethos. The challenge was to bring consistency and clarity across all brand touchpoints, from logo and colour palette to catalogues, signage, and digital assets.

Williams branded mug
Example of Williams premium catalogue covers, bathroom and radiator

Our approach

How we approached the project from understanding the client right through to the campaign execution. Hover your mouse over the flip tiles below to learn more.

Williams trade centre, showcasing the branding

Refreshing a trusted brand

Williams trade centre, showcasing the branding

We began with a full review of the existing brand to understand where improvements could enhance consistency and impact. The aim was not to reinvent the identity, but to refine and modernise it — maintaining recognisability while ensuring it was fit for the company’s continued growth.

Williams brand guidelines mock-up

A modernised colour palette

Williams brand guidelines mock-up

Williams’ original blue and red palette often produced a dark purple hue in print. We refined the blue to a more vibrant, accurate tone using the RAL colour-matching system and introduced supporting blues to increase flexibility. This updated palette gave the brand a fresher, more contemporary look — consistent across print and digital.

The before and after of the Williams Logo brand refresh. Reducing the emphasis on the trade only part of the logo but still keeping the important strapline.

Logo evolution

The before and after of the Williams Logo brand refresh. Reducing the emphasis on the trade only part of the logo but still keeping the important strapline.

The existing Williams logo placed heavy emphasis on the ‘trade only’ strapline, drawing attention away from the company name. We rebalanced this hierarchy, giving ‘Williams’ greater prominence while retaining the important strapline. The result was a cleaner, stronger mark that better communicates the brand’s confidence and focus.

Outside of a Williams storefront with all of the updated, refreshed branding collateral.

Consistency across touchpoints

Outside of a Williams storefront with all of the updated, refreshed branding collateral.

To support Williams & Co’s rapid expansion, we standardised a full suite of marketing materials — from digital templates to point-of-sale signage. This consistency has helped streamline branch openings, ensuring every new location reflects the same professional, recognisable identity.

“Working with TGDH as a partner for design, print and mail fulfilment means we have one team who look after us from start to finish for some of our bigger campaigns. Not only does this create efficiencies, it means we have a partner who ‘gets us’ and what we need.”

Alex Peacock
Senior Marketing Manager
Williams & Co

A roll of stickers with the circomedia logo on them mocked-up on a light background

Results & next steps

The refreshed brand has given Williams & Co a stronger, more cohesive presence across every platform. The refined logo and colour palette have improved clarity and recognition, while the updated catalogue and collateral have enhanced usability and efficiency. Together, these updates have created a unified identity that reflects Williams & Co’s professionalism, ambition, and ongoing success.

We continue to support Williams & Co as they expand their operations across the UK — ensuring their brand identity remains strong, adaptable, and consistently applied across every branch, platform, and campaign.

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