Background: Stephen Windsor, an electrician with twenty years experience approached me with an idea. His idea was to compile a nationwide database of bad customers. This database would be compiled by tradespeople for tradespeople.
Brief: To optimise the idea and promote it in a positive way.
Approach: Complaining about bad customers is negative. I pushed to make sure that the business would create a positive experience and made two key recommendations:
1. The business should market itself as insurance against loosing money from bad customers (the professional non-payers).
2. Building the database should come from encouraging tradespeople to get their bad experiences off their chest.
Results: The brand name Onyx comes from the quartz crystal of the same name that absorbs bad energy and emits positive energy. The business launches in Spring 2010.
Case Studies/Brand Consultant/
2008-Present/Oaktree Joinery/
"In the seventeen-years that I have been running my business I have come across many charlatans who say they will do this and that for me. Will Baxter is the real deal."
Martin Cox, Managing Director, Oaktree Joinery.
Background: Oaktree Joinery manufacture timber windows and doors. They had just invested heavily in machinery and had limited internal resources to bring the rest of the business up to speed.
Brief: To take the business to the next level.
Approach: I took on board the best of what branding they had and optimised it by simplifying their logo, re-naming their product range and taking control of their website.
Results: Their updated and consistent brand now works in harmony with their new machinery and has optimised the business.
2010 
