JD Roberts, the oldest importer in Ireland, has unveiled its rebranding after more than three decades in the Irish construction industry.
JD Roberts imports the world’s oldest slates, known as Blue Diamond and Ultra Diamond Slates, which are predominantly used in the west of Ireland on residential projects due to their unique finish and durability in the harsh Irish climate.
The rebranding occurs at a pivotal moment in the company’s growth, which is now managed by the second generation of the Roberts family, Jack Roberts, and sister Angelique O’Connell.
The rebranding is the first of its kind for the long-standing importer, which was founded more than 30 years ago. Adopting a research-based strategy, the rebranding began in early 2022, which included interviewing clients, partners, and suppliers as well as analysing user journeys to create a brand that would resonate with both existing and new customers.
As a result, the rebranding comprises three essential components:
• A new brand identity, image, and visual system
• A new website and digital experience for JD Roberts customers
• A new strategy for marketing the Blue Diamond and Ultra Diamond products to builder merchants and end users across Ireland.
“This has been an extraordinary internal effort, and I am confident that it will not only serve as a significant catalyst for change but also propel us and our partners well beyond 2022. The rebrand is also a mark of our growth over the last 30 years and a new identity that we hope will resonate with people going forward, as much as the old one did because of the work of my father” added Jack Roberts, Managing Director.
Continuing Jack added: “We have partnered with our suppliers for over 30 years and have developed long-lasting, secure relationships with them, which has resulted in the continued growth of our product. We hope to build on this and introduce new product lines over the next 30 years to continue this success.”
