Chadwicks Kells external signage One site, three customer-facing identities
Chadwicks Kells needed a single site to work as three distinct customer destinations - retail and trade, In Home showroom, and garden centre - each instantly recognisable while still reading as one Chadwicks presence.
McGowans delivered the signage scheme that ties all three together, from the main fascia to a full façade transformation at the In Home entrance.
The challenge
The site needed to serve three very different customer journeys - fast-moving trade and retail visitors, In Home showroom shoppers, and garden centre customers - without the branding feeling disjointed between them.
The In Home entrance in particular needed a complete identity shift, working with a distinctive curved glazed façade and double-height glazing rather than against it, while the garden centre needed a clear, legible arrival point visible from the car park.
What we did
McGowans delivered signage across three customer-facing areas at Chadwicks Kells. The main frontage carries a built-up illuminated Chadwicks identity and category lettering - Building, Plumbing, DIY - across the long profiled-cladding fascia, creating a strong focal point for retail and trade customers.
At the garden centre, twin barrel-vault canopy structures define the entrance route, with branded Chadwicks and Welcome end panels giving clear identification from the car park. The In Home showroom saw the most significant transformation: the existing silver window mullions were individually wrapped in matt-black architectural vinyl, including visible faces and returns, unifying the glazed façade and giving the curved entrance a sharper, more contemporary finish. High-contrast In Home identity panels were added to the front and return elevations, with full-colour lifestyle window graphics and handwritten-style category messaging activating the lower glazing at street level.
The results
The completed scheme makes each customer destination easy to recognise while maintaining a consistent Chadwicks presence across the building.
The In Home façade transformation in particular gives the showroom a sharper, more contemporary entrance that works with the building's curved glazing rather than against it.
Client testimonial
The finished signage created a joined-up identity across the entire site, giving retail, In Home and garden centre customers each their own clear sense of arrival within one consistent Chadwicks presence.
A joined-up identity across the entire site.
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