Trusted masterbatch and roto powder manufacturer Broadway Colours has announced a rebrand, which will see the company change its name to ‘Broadway’ and adopt a new visual identity and website in the near future.
The change will be supported by a new strapline, “Your road to perfect polymer”. Along with this comes a modernised visual identity and a new website. Marketing Manager James Rous explained:
“Broadway are a serious player in the UK masterbatch and roto markets. Many household brands specify our materials, and moulders rely on us for our high–quality, consistent products and quick turnarounds. The business deserves an identity that appropriately conveys our expertise, scale, niche offerings and the calibre and breadth of our products and service.
“Our old identity was focused very much on colour. This will remain a key part of our offering, but we see huge potential to expand our production of bespoke compounds and additives. We’ve just taken delivery of a new Leistritz Twin Screw Extruder – ZSE 40 MAXX to support this growth.
“It’s vital we communicate the depth of our product range effectively. As such, we have a new strapline and we’ve removed ‘Colours’ from our name, embracing the fact that many people in the industry know us simply as ‘Broadway’ already.
“We identified a need to update our website in order to provide users with an improved experience and a more comprehensive offering. This project has been a key focus for me since joining Broadway. We partnered with a leading digital design agency and we’re thrilled with the results.
“Our new site will be visually appealing, easy to navigate and will deliver better content. In 2022, further investments in video and photography will allow us to showcase our staff and recent site upgrades – including our fantastic new laboratory.”
Broadway recently sponsored a local youth football team. Managing Director Joe Maynard said this provided an excellent opportunity to launch the new brand locally:
“We’re a community-spirited business and we’re delighted to sponsor Halesworth Town Juniors. Their shirt sponsorship was actually the first time our new logo was used externally. I’m really pleased with our new look and I hope our customers love it too.
“A rebrand seemed appropriate as we prepare to celebrate our 25th anniversary. The sponsorship is a great way to raise awareness of Broadway in the local community. We’re still growing and continue to offer career opportunities in the local area.”
Broadway’s plans for continued growth include a particular focus on the German market. Sales Director Nick Barber spoke about how the new brand will help Broadway realise their objectives:
“We’re an independently run, family business. We won’t lose sight of our family values, but we’re becoming a large organisation. Our turnover, production capacity, workforce and customer base has grown year on year – even through the pandemic. Our materials are specified by well-known brands and are used across many market sectors.
“We need an identity that reflects our scale and professionalism and gives confidence to prospective customers. We feel our new name, strapline, visual identity and website will position us well.”
Watch this space – Broadway’s new website will launch early in the new year at broadwaycolours.com.