Propaganda rebrands Blinds Direct with ‘Do It Together’ national TV campaign

Leeds brand strategy agency Propaganda has launched a new identity for Huddersfield-based Blinds Direct, together with a marketing campaign led by a national TV advert.

The campaign is running across the UK and Ireland, with 30-second and 10-second spots on ITV, Sky, and Channel 4-owned and partner channels.

Blinds Direct appointed Propaganda to support its growth plans and help it stand apart in a competitive market.

The agency used its own 90-day research process, Brand Discovery™, and found an opening to tackle customer worries about the lack of clear online guidance on measuring, ordering and fitting blinds themselves.

That led to a new strategic proposition that plays on the familiar home improvement phrase. Rather than ‘Doing It Yourself’ or passing the whole job to a professional, Blinds Direct now asks shoppers to “Do It Together”.

The rebrand and proposition run through an integrated, multi-channel campaign covering the retailer’s refreshed website, social media, customer communications and marketing materials.

Propaganda created the concept, script and art direction for the TV ad. Chief Productions produced it and Yoni Weisberg directed, while media planning was handled by Vega Communications.

Blinds Direct operations director Job Brown said: “We had very high expectations when we started working with Propaganda, but were completely blown away by their rigour, creativity and understanding of both us and our customers. Having spent over two decades building our wider business around quality, expertise and great service, we needed the Blinds Direct brand to reflect that.”

He added: “‘Do It Together’ does this perfectly and we love how Propaganda brought the concept to life across the rebrand, campaign and TV advert. For us, it’s a promise to keep building on that reputation we have, and to keep doing more to support our customers through innovative products, a truly market-leading service and unrivalled customer care.”

Craig Harrold, managing director at Propaganda, said: “Home and decor are deeply personal choices, so to stand out in a crowded category, Blinds Direct needed a proposition that connects with customers on an emotional level. At its core, the campaign and rebrand are all about highlighting what Blinds Direct is already doing, supporting customers with expertise, advice and great service. After an amazing response to the launch, we’re excited to see this continue to deliver meaningful results moving forward.”