Propaganda delivers ambitious rebrand for Powersheds

Propaganda has delivered a brand refresh for Powersheds as the disruptive brand seeks to build on its success and deliver continued growth. The rebrand taps into consumer insight to position the company as the go-to brand for high-quality, dependable, and easy-to-purchase garden buildings.

Through its comprehensive Brand Discovery™ consultative process, Propaganda identified the key challenges facing today’s garden building consumer.

The team at Powersheds directly sought out the expertise of Propaganda, having seen their transformative work both within the outdoor buildings sector, and for BSW Group – the UK’s largest integrated forestry group – who took a 50% stake in Powersheds in 2022.

Powersheds’ new proposition, “Powerfully simple,” addresses these challenges head on. Propaganda has crafted a unique and aspirational brand identity for Powersheds, making it not just a practical purchase but part of a wider lifestyle demand for ease and simplicity. The rebrand includes a new CVI, a new brand-focused website and a brand film that educates consumers on what to consider when making a purchase. This innovative approach for Powersheds celebrates the satisfying nature of purchasing and owning their products, and enhances the brand’s appeal.

Powersheds emerged as a direct-to-consumer start-up in 2019 with a clear mission to do things differently in the sector. They built a business to remove all the inherent pitfalls of the traditional sheds and log cabins industry; creating an offer that was simple to manufacture, stock, buy, deliver, and build. Having successfully ridden the unprecedented demand for garden home improvements during and after the pandemic, it rapidly became a disruptor in an industry often seen as stagnant and conventional. Offering a customer experience never seen on the market, the manufacturer soon became the UK’s most awarded shed company.

Lee Bennett, creative director at Propaganda said: "We recognised an opportunity to transform how Powersheds, and the product itself, is perceived. By premiumising the beautifully simple buying process and integrating aspirational lifestyle imagery, we've turned a functional product into something desirable and cool. This is a completely new approach for this product category, which will set Powersheds apart in a crowded market.”

Jack Sutcliffe, CEO of Powersheds said, "We’ve partnered with Propaganda to accelerate our growth. Their expertise, approach and objective advice have already delivered us fresh ideas and injected real energy into the business. We are thrilled with the new direction and confident that it will resonate with our customers, making Powersheds the leading name in the industry."

Propaganda devised, led and managed the strategy for the rebrand and launch campaign, collaborating with specialist production agencies to deliver certain elements of the creative. Tungsten Productions partnered to create the brand film, with Ride Shotgun on the CGI lifestyle assets, while Show+Tell and Verse agencies collaborated on the website.