Kingspan - Custom
Project Type
Brand Identity and Positioning
Services
Brand Strategy
Creative Direction
Ripple partnered with Kingspan to position Kingspan Custom - its high-growth custom moulding division - as a global, service-first brand. Operating across GB/Ireland, CEE and the US, Custom delivers precision-engineered moulding for construction, agriculture, transport, marine and civils. Ripple’s role: sharpen the value proposition, elevate the identity and unify communications under one confident, compliant voice. We created a brand that signals scale, reliability and performance, anchored by Kingspan’s PLC-backed strength and ISO-certified excellence. The result? A clear, credible and competitive brand presence that reflects the power, capability and ambition behind one of Kingspan’s fastest-growing business units.
Challenge
Despite 50+ years of expertise and operations in 85 countries, Kingspan Custom lacked clarity and cut-through. Legacy assets and inconsistent messaging undersold a service offering built on global reach, technical skill and compliance strength. With Titan Excel retired and growth targets set at 15% for 2025, the challenge was to modernise without fragmenting. Ripple needed to create a distinct identity within the Kingspan masterbrand, articulate a value proposition that transcended sectors and geographies, and give global sales teams the tools to speak with one confident voice: a brand built for scale, not stuck in silos.
Process
Ripple delivered strategic precision and creative firepower in equal measure. Through thorough competitor analysis and internal workshops, we defined a clear positioning: Custom Moulding as a Service: reliability, scalability and compliance, backed by a PLC. We created a visual stamp and strapline system, sector-based messaging, and a bold new tone of voice: assured, global, grounded in performance. Every asset - from sales decks to digital content - was redesigned for clarity and consistency. Our launch platform transformed a technical manufacturing offer into a dynamic, industry-agnostic service brand ready for global growth.
Outcome
Ripple didn’t just meet the brief. We built a platform for a new phase of growth.
Kingspan Custom now stands as a trusted, premium global partner, combining engineering excellence with compliance leadership and supply chain certainty. The brand speaks with authority and operates with consistency across three regions and five sectors. Sales teams are aligned. Customers see confidence. Competitors see distance. The refreshed identity reinforces Kingspan’s reputation for innovation and reliability and Custom has the credibility, agility and voice it deserves.
From quiet division to global contender, Ripple made it happen.
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