Find Out What's In Store

An expert grasp on both design and marketing is crucial to any business.

A complete company re-branding and a more cohesive product range is what's in store for Turtle Mat Company, a manufacturer and distributor of cotton floor coverings.

Although the company had always received great enthusiasm for its products on the market, it was felt that the full potential of the Turtle Mat was not being met. "We needed something more than just functionality. We wanted to improve our products by introducing better design and colour," said James Turtle, co-founder of Turtle Mat. "Through our connections with London South Bank University we decided to take on a KTP project."

KTP Associate Susan Leaver joined the project with an already extensive background in commercial product design. "I don't think we would have attracted someone of her calibre without the financial and academic support of the university," commented James. One of Susan's first tasks was to develop and implement a new research strategy which she then used to assess the state of the floor coverings industry, the market, and the company's performance. After completing this ambitious task she applied her research findings to the next phase of the KTP project: the re-branding and re-creation of the company's image and product line.

Working closely with field experts at London South Bank University's Colour Design Centre, Susan developed targeted marketing materials for the company's new identity and launched the new range of Turtle Mat product. "One of the greatest advantages was a fresh mind being brought in. The links with the university were also very useful because it made us think more technically," reports Carole Turtle, co-founder of Turtle Mat. "Another benefit was having access to LSBU's resources throughout the project. Susan used the computer learning opportunities offered and did a couple of computer courses."

In addition to determining the direction for the redevelopment of Turtle Mat Company's label and line, Ms Leaver's research also found that online retailing would be a valuable sales technique for the company to begin cultivating. An e-commerce website was commissioned and implemented by her, which has since resulted in increased sales and the online promotion of the entire range of new Turtle Mat products.

Since the project's commencement, there have been other technological advances within the company. The relationship between Turtle Mat and the university has enabled the business to utilise new jet spray dying techniques in developing a range of mat designs printed on tufted cotton, a breakthrough which will result in faster turnaround on batch orders. Furthermore, development of the company's mail order business saw Ms Leaver engineering the introduction of a new product coding plan that is compatible across the business' brochure, mail order and website systems. The new system has produced increased efficiency in stock control, provided online customers with a more user-friendly purchasing interface and has facilitated the internal collation of sales figures and customer data.

The project has also been a great success for the university. The work and research carried out has provided course material for a wide range of applications. The Colour Design Centre has been able to apply the knowledge it has gained towards its research into colour and design in the textile market, the effects of colour and design on consumers in an exhibition-style setting and also gained a valuable inside perspective of the mats and furnishings industry.