Derwent, the global art materials brand, appoints Red Brick Road for international brand repositioning remit

Red Brick Road has been appointed after a competitive pitch process managed in-house by Derwent’s Global Marketing Team.

Derwent Lightfast

Derwent is the brand leader in the UK, with strong market share in in Nordics, Benelux, Singapore, South Africa, Australia and New Zealand. Their product portfolio includes the Professional, Academy and Lakeland brands.

It was in the Lake District, home of the first pencil, that Derwent first began in 1832. Since then, the brand has expanded across the canvas of art materials including pencils, blocks, pens, paints, paper and artwork gifts and accessories. 

It has been at the forefront of innovation in the art sector, creating the Derwent Art Prize in 2015 and supporting arts and craft societies across the world. And recent product innovations include Inktense, a unique water-soluble pencil that’s permanent when dry, and Lightfast the oil-based pencil that guarantees vibrancy for 100 years.

Red Brick Road has been commissioned to evolve the global Derwent brand positioning, and to disrupt the art industry with a distinctive fresh identity to live across all products and communication touch-points. The brand line ‘drawn to perfection’ will also be replaced by Red Brick Road.

Commenting on their appointment, Rachel Cowle, Global Marketing Director for Derwent said “We’re really happy to be working with Red Brick Road. Their strategic work is outstanding and has revealed so much about our brand. We’re excited about unlocking its potential as we move to implement the creative direction.”

David Miller, CEO of Red Brick Road said “The definition of an artist is changing and so too are the tools and techniques that artists use and their relationship with brands. We’re thrilled to be partnering with the original alchemists, Derwent, to reposition this fantastic British brand for further growth.” 

Source: Red Brick Road

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