Whiteley
Honouring their heritage, shaping their future
William Whiteley & Sons, the world’s oldest manufacturer of scissors, has been crafting premium cutting tools in Sheffield since 1760. Despite its rich heritage, the brand faced various around diluted visual identity, unclear messaging, and an underperforming digital strategy.
The goal was to reposition Whiteley as the go-to premium choice through a refreshed brand and smarter, more impactful marketing.
The Brief.
Our challenge was to create a compelling brand identity and strategy that effectively communicated Whiteley’s heritage, while appealing to contemporary consumers. The client sought to reinforce its position as a leading manufacturer of premium cutting tools by elevating its messaging, visual identity, and digital presence.
The Research.
We analysed Whiteley’s existing brand perception, competitor landscape, and industry trends. This involved:
- Consumer insights to better understand purchase behaviour and brand sentiment.
- Benchmarking against competitors to identify key differentiators and opportunities
- Evaluating digital performance and engagement metrics to determine future growth opportunities.
The Big Idea.
Our concept, ‘A Lifetime of Perfection’, positioned Whiteley as the UK’s last remaining industrial scissor maker – stablished in 1760 and proudly based in Sheffield. It celebrated over 260 years of British craftsmanship and precision engineering while reinforcing the brand’s relevance today. The idea showcased Whiteley’s commitment to quality, innovation, and its status as the trusted choice for professionals and enthusiasts worldwide.
The Activity
To bring this idea to life, we executed a multi-faceted marketing strategy:
- Brand Storytelling: We refined Whiteley’s narrative, emphasising heritage, craftsmanship, and innovation across all communication channels.
- Website Enhancement: A new digital presence with improved UX/UI to better showcase products and streamline the customer journey.
- Content Marketing: A series of engaging blog posts, case studies, and behind-the-scenes features to build brand affinity and support our SEO strategy.
- Social Media Strategy: Leveraging visually rich content, influencer partnerships, and targeted campaigns to increase brand awareness and engagement.
- Email Marketing: Personalised campaigns that nurtured leads and fostered customer loyalty.
- Paid Advertising: Strategic digital ad placements to expand reach and drive conversions.
- Media Relations: A targeted media strategy to secure product placement in key gift guides for national and lifestyle press and sending influencers.
Through this integrated approach, we successfully elevated the Whiteley brand, ensuring it remains both a legacy and a leader in the cutting tools industry.
“Fantastic Media truly understood our brand and what makes Whiteley special. Their insights and creative execution have helped us engage new audiences while staying true to our legacy. We’ve seen a real impact on brand awareness and customer engagement, and we look forward to continuing our partnership.”
Mark White, Managing Director of Whiteley
“Partnering with Whiteley has been an inspiring journey, combining a proud heritage with contemporary marketing strategy. Our focus was on honouring the brand’s rich history while evolving its messaging and digital presence to engage today’s audience. The results are already showing through more strategic digital activity and a significantly improved online presence, helping to position Whiteley as the leading name in premium cutting tools.”
Sally Willis – Managing Director
