Site is a Screwfix brand and we were tasked with developing the brand designed to disrupt the UK workwear market. From initial strategy and identity development through to packaging design, marketing collateral and website development, our brief was to develop a professional, trusted and highly recognisable workwear brand capable of competing with established industry leaders.
Site Workwear was developed around a simple proposition: premium-quality workwear, safety footwear and accessories designed specifically for demanding working environments. Combining durability, comfort and innovation, the brand was created to appeal to professional tradespeople looking for clothing and footwear that is built for work rather than simply suitable for work.
Our team developed the brand identity, creating a distinctive visual language that communicated strength, reliability and performance. We produced comprehensive brand guidelines covering logo usage, typography, colour palettes, packaging applications, workwear branding and marketing materials to ensure consistency across every customer touchpoint.
The resulting brand established a strong presence within a highly competitive marketplace and provided the foundations for future product expansion.
Alongside the brand launch, HTDL designed and developed a fully responsive eCommerce website focused on product discovery, customer engagement and online sales.
Built using our cloud-based eCommerce platform, the website provided Site Workwear with a powerful all-in-one solution featuring:
Full content management capabilities
Integrated CRM functionality
Marketing automation tools
Performance reporting and analytics
Product and inventory management
Scalable cloud hosting infrastructure
The platform gave the client complete control over their online presence while providing the flexibility required to support rapid growth.
Beyond the digital experience, we extended the Site Workwear brand across a wide range of customer-facing materials. This included packaging design, supplier catalogue pages for Screwfix, in-store display graphics, promotional posters and supporting marketing collateral.
Every element was carefully designed to reinforce the brand's positioning and maximise visibility both online and in-store.
The launch of Site Workwear proved to be an outstanding commercial success. Following its introduction through the Screwfix catalogue and supporting marketing channels, the brand achieved revenues of more than £10 million within its first month of trading.
The project demonstrates the value of combining strategic brand development, effective packaging design and high-performance eCommerce website development to create a brand capable of delivering significant commercial results from launch.
