WPA Pinfold

Brewing beer since 1863, Hydes Brewery was beginning to feel its age. With the market at saturation point and the craft beer revolution taking its toll, sales of their core beers were in decline. Hydes undertook some radical restructuring followed by strategic brand planning to analyse all aspects of the brand opportunities, proposition and positioning for their new brewery and portfolio of cask-conditioned ales.

The National Grid is aiming to achieve world-class levels of health and safety by 2015, and electric cable strike avoidance is one of their biggest priorities. Accidentally hitting cables during excavation can cause serious injury and even deaths - yet those out in the field are some of the most difficult to reach and engage with.

The opening of Kirkstall Brewery coincided with the period of deep recession in 2010, a time when beer tax increased and pubs across the UK were closing. The brewery needed to combat both this issue and stiff competition from other microbreweries in their home territory of Yorkshire.

AC Supplies, a North Yorkshire maker of canvas and leather shooting bags, felt that their brand had no real equity beyond their core trade supply base. They wanted to create a fresh, stand-alone brand that would compete in the consumer market and emphasise their 40-year heritage.

The new Croots brand was created by WPA Pinfold with a focus on signature shooting products and leather gun bags. A design inspired by the decoration on shotgun barrels has been incorporated with all Croots promotional media, and exhibition boards are used as giant material swatches.

The HR and Legal teams of US-UK-based National Grid were nervous about the potentially negative online behaviour and breaches to policy that could occur from allowing all of its 15,000 workers to access social media.

Tetley’s is amongst the top ten highest-selling beer brands in the UK and enjoys plenty of providence – but its market share was in decline. The challenge was to reposition the brand and increase sales, creating fresh engagement with the predominantly male target audience.

The image of the Tetley’s Huntsman had been aligned with the brand for over 75 years, until it was replaced in 2000. WPA Pinfold re-introduced the icon as part of their modernisation of Tetley’s, creating key product differentiation at the point of purchase in pubs, bars and supermarkets.

Excellent, a small charity supporting rural African communities, needed to make fundamental changes to its branding. In order to extend its reach and deliver long-term growth, the charity had to adapt its communications to capitalise on its unique offering.

The University Library is at the heart of the University of Leeds and is fundamental to the future reputation and success of the University. The Library was found not to be connecting with its core target market due to a lack of awareness of the facilities, and so WPA Pinfold was asked to transform the image from stuffy to dynamic.