A strategic brand identity and digital platform for a marketing procurement partner

Branding Case Study
Client: Rothfield

Overview

Rothfield works behind ambitious brands, turning marketing intent into precise, connected acts of procurement, production, logistics and technology. Rothfield had outgrown its category. Known for print management, promotional products and logistics, the business had evolved into an integrated marketing procurement partner but its identity hadn't caught up, and it was still often being read as a supplier more than a strategic partner. 

The brief carried a real tension: procurement leaders wanted control and efficiency; marketers wanted speed and creative impact. The existing brand forced a choice between the two, with no way to express the value created when both needs could be met simultaneously.  

Stake was engaged to resolve that tension — repositioning Rothfield as the disciplined partner that makes ambitious marketing possible, and building a platform that could speak credibly across both audiences. 

The idea

The organising idea we crafted, Disciplined Delivery = Amplified Ambition, reframes procurement as a force that amplifies creativity rather than constrains it. It's expressed through a single design principle — calibration: a measured system of letters, lines and intervals that works as a wordmark, a layout tool, an environmental pattern, an interface behaviour and an animated signal, all without losing recognition. 

Where the category defaults to literal codes — trucks, boxes, generic reassurance — calibration gave Rothfield a distinct visual language rooted in precision rather than logistics cliché. 

Deliverables

• Brand positioning and narrative 

• Value proposition and stakeholder testing  

• Messaging architecture 

• Visual identity system 

• A co-branding system that lets Rothfield sit inside a client's colour world while staying unmistakably itself 

• Bespoke 48- icon library, unifying a diverse service catalogue 

• 'People in Motion' photography - that signals the team's presence without upstaging the client brands they support 

• Website strategy, design and build 

• Internal rollout and leadership alignment support 

Outcome

The system launched internally in November 2025 via an all-staff presentation, signage and merchandise, followed by an external rollout across a new pitch deck, social and a 22-page website. It works coherently across tenders, signage, social and motion in the hands of a 40-person team,  giving Rothfield a clearer, more confident position and a modern, differentiated presence across both procurement and marketing audiences. 

"The new brand articulates what Rothfield has now become, giving us a system that works as confidently in front of our client base as it does in the hands of our team. It's given the whole business a shared sense of how we show up." 

— Nathan Rothfield, Chief Operating Officer