Category Archives: Black Sheep Case Studies

Be comfortable, sleep warm

Be comfortable, sleep warm is the brand concept that Black Sheep delivered to Beacons Products, specifically devised for their Multimat® product range whilst undertaking a brand audit and re-positioning of the product line. A concept that came to light after account director & co-owner Jack Bland, accompanied Beacons Products MD, Adrian Stammers to Advance Camp, Everest in the Himalayas.

Jack and Adrian on their way to Road Head Camp, Mount Everest. Going the extra mile (8848m above sea level) up to understand our clients business, is what we do best.

The Multimat product brand audit, naturally led on to the creation of a new identity.   

Which has since seen Black Sheep have working in partnership with the Beacons team over the last few years, updating its packaging, product literature, website and trade press advertising in order to maintain their position of as one of leading brand names for sleeping systems in the outdoor market.
Underneath are some example of the work carried out over the past few years.

Above: Multimat® Website

Above: 2007 Multimat® product range catalogue

Above: 2008 Multimat® product range catalogue

Above: 2008 Multimat® product range catalogue

Above: 2009 Multimat® product range catalogue

Above: 2010 Multimat® product range catalogue

Above: 2010 Multimat® product range catalogue

Above: Trade Press Advertising

Above: Trade Press Advertising

Above: Trade Press Advertising

Above: Trade Press Advertising

Above: Exhibition stand

Above: Product Packaging / Labeling


Managing the Barratt Brand

Black Sheep spent three years managing all the advertising and design requirements for Barratt Homes in Wales, undertaking the regions implementation of a national re-brand. Our brief was to differentiate Barratt developments from the competitors in a saturated property market.

Above: development ‘Welcome to’ leaflets

Above: development ‘Site Plan’ leaflets

Above: development 48 sheet posters

This involved the design and copywriting for individual press advertisements for over 20 developments ensuring consistent, expressive, effective brand communication throughout. This was supported by a comprehensive suite of promotional materials.

The service level agreement in place required the production of a minimum 20 press adverts per week. Our service included design, artwork, copywriting, proofing, media planning and insertion into the publications within four working days.

Here’s how a typical week’s campaign would run:
Monday – We attended weekly strategy meetings every Monday afternoon to agree advertising requirements for the coming week.

Tuesday – Black Sheep prepares a contact report outlining the requirements, specifications, special offers, discounts etc. This is presented no later than 12 noon on Tuesday for approval that afternoon. Media space is booked.

Wednesday – Black Sheep proofs artwork internally before first pdf proofs are supplied to the client by 5pm.

Thursday – Client advises of changes/amends by 12 noon. Amended proofs are returned to client that afternoon.

Friday – Client approves artwork on Friday morning. Black Sheep outputs final artwork and supplies to various publications within their individual copy deadlines.

The campaign did not stop for Bank Holidays! We simply condensed the whole process into three days instead of the usual four.


Directives from Barratt’s Head Office often meant the campaign’s focus was changed entirely on Thursday mornings from what had been agreed in Tuesday’s contact report. However, media deadlines cannot be moved so we re-allocated resources accordingly.

Above & Below: Special offer press insert leaflets

Campaign results (‘06-‘07)
Sales increased by 16%
(an additional £14,240,000 million worth of property)

‘The turnaround time for this is very short and Black Sheep have never let us down.’
Sandra Dixon, Sales and Marketing Director
Barratt Homes South Wales

Other work undertaken includes:
Development branding

Below: Marketing & Showroom Suite design

Above: development ‘Welcome to’ leaflets

Above: Display panels

Above: large format graphic panels

Above: House type brochures

Below: large format outdoor signage


Black Sheep’s ‘Relax’ campaign for S&G achieved an 18% response rate, leading to a £1.6 million or 13% increase in the groups bottom line.

Strategic and creative thought, good organisation, closely targeted direct mail and advertising campaigns went into the Relax campaign for S&G Print Group, Wales’ largest independent printing group.

By creating a brand in a generally generic price driven market we have helped S&G build a brand that customers initially buy into and stay involved with and loyal to over time. The intent of the campaign was to emphasise that print buyers could rely on S&G to deliver a stress free print job, on time and on budget. With the stress taken out of the system by S&G, the print buyers would be reassured and have no need to worry. They could relax.

The Relax message was carried through with a quarterly mail out of luxurious relaxation items such as a pair of slippers and an aromatherapy kit, all designed to make the recipient forget about the toils of print buying. Advertisments were also taken out in key trade publications to coincide with the despatch of the items to the desks of the targeted print buyers.

The ‘Relax’ campaign achieved an 18% response rate, leading to a £1.6 million or 13% increase in the group’s bottom line… results that speak for themselves. To find out how Black Sheep can help build your brand, call us today on 029 2049 0722.

Black Sheep is a full-service creative agency, smack dab in the bleating heart of Cardiff Bay – nothing woolly about that!
Providing strategic and creative thinking: Advertising Campaigns, Branding & Logo Design, Direct-Marketing, Brochures & Graphic Design through to Print Buying to clients in Cardiff, South Wales.