Taking a 100-year-old brand to a brand new market.

In Australia, Reece is an iconic, market-leading brand, built over generations around customer service, strong relationships and a distinctive culture. It’s a household name, that’s known in the 600+ communities it operates in.

In the US, it was virtually unknown.

We worked with US leaders, employees and customers to understand what made Reece distinctive, what could travel and what needed to change. The US team embraced the Reece values, giving us the foundation for a brand experience built around the brand promise of customised service. For the first few years, we focused on the internal culture and how it enabled the brand experience in branch.

Then when it felt like the brand was being lived, the name changed. From the branch experience to the identity, more than 200 locations began the journey to one Reece brand.

And eight years in, we’re continuing to support the brand end to end. From their people promise, value awards and new products to their sales enablement approach, we’re continuing to build the Reece story with US customers – giving them a reason to know, remember and choose Reece.