Topline Hardware

Topline Hardware is a large retail group with over 160 independently owned member stores in Ireland. This project began as a consumer perception study, led by BFK’s Martin Crotty, and my role was first to carry out a brand audit of stores to review the effectiveness of the existing branding.

Research and brand audit
The research and brand audit findings confirmed there was leverage in the Topline name amongst members but it also revealed that there was no consistency within the brand applications, and the brand identity needed a refresh.

How design added value
I designed the new brand identity under the creative direction of Aiden Kenny. We also developed a flexible system which enabled the member’s surname to be visually locked in with the Topline brand mark, for the store exterior.

I also designed the branding solutions for store fronts, in-store navigational signage and product display material.

Growing with the demand
My projects progressed to designing store exterior promotional initiatives, support material for the staff training academy, an online POS system with a full suite of promotional and seasonal templates, and working closely with Topline to bring a range of new service initiatives to life.

Consumer research: Martin Crotty, Judy Molloy.
Brand Consultant: Martin Crotty. Creative Director: Aiden Kenny.