Workwear and PPE brand Site is made for every professional, working on every kind of site. Site workwear is designed with safety and comfort in mind, and is one of Kingfisher Plc’s Own Exclusive Brands. It is up against some pretty stiff competition in the shape of Dickies, CAT, Scruffs to name a few: the need to produce distinctive and original video content in the crowded workwear category is essential.

Late in 2022, Site workwear expressed a need to have a brand refresh, focussing on an update to it’s visual style- not only to stay inline with market expectation, but also to differentiate further from the look and feel of its brand portfolio stable mates Erbauer and Magnusson

A new video treatment was required, with a commission to develop detailed, documented video guidelines, giving direction on:
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short and long form video content frameworks

new and exciting creative treatment parameters

camera, text and motion graphics behaviours

colour treatment and grade

channel transcreation

Not only did the guidelines lead to a reduction in pre and post video production times due to stakeholder alignment in the guideline creation stages, but the visual result is a striking treatment that has original point-of-view, locked-on stabilisation and snappy match cut aesthetics to promote an instantly recognisable, defendable visual identity for Site.