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AKW Develops New Brand Identity

AKW Develops New Brand Identity

AKW, the UK’s leader in showering, daily living and kitchen solutions for elderly, disabled and less able people, has a new brand identity based around the themes of Life, Style and Choice.

The new identity reflects the heritage, leading market position and brand values of the organisation as well as its commitment to style, innovation and customer service. The brand identity has been launched with a through the line campaign strategy comprising of a brand new Web 2.0 website, catalogue, literature and social media.

AKW's new catalogue designed with a new brand look lists over 4,000 life enhancing products for the showering, bathroom, mobility and daily living needs. Over 220 pages provide information on key benefits and features of accessible showering products along with technical information and installation details to help specifiers and installers with their choice.

To coincide with the brand launch, a customer communications campaign called Styleability has been developed to reflect AKW’s commitment to offering choice, style and value.

Styleability communicates the message that style and choice do not have to be compromised and that people with disabilities should feel safe and comfortable in a home that is styled around their needs and desires. The campaign aims to remove the negative perceptions that some people have of adapted kitchens or bathrooms, and prove that these rooms too can be stylish.

The Styleability campaign was unveiled earlier this year at Naidex 2011– the UK’s largest event for homecare, disability and rehabilitation. As well as a stylish customer magazine, the campaign also includes social media and PR, with longer term plans for increased online activity and presence and a rollout of activity in Europe.

Paul Massey, Chief Executive at AKW commented: 'We are very excited about our rebrand and Styleability campaign. The feedback we have received so far from key audiences at Naidex has been extremely positive and other new campaigns such as the lifestyle customer magazine and Twitter have already proven to be highly successful. At AKW we are passionate about providing the widest possible choice to help people create living spaces they need and like.We have listened to our customers and understand what is important to them.That is what Styleability is all about, we are all different, with different needs, but there is something we all want and that is choice in life.”

To follow AKW Styleability look out for the Styleability campaign on Facebook and Twitter. AKW is also set to launch its new company website in July, and announcements will be made via the Twitter and Facebook pages.

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