Case Studies

Northwood Group

Northwood is a group of companies that provide the manufacturing, supply and transportation of professional hygiene and wiping products.

Part of FIG’s Marketing Partner Programme, the company has benefited from a sustained programme of design and digital activities which have helped it re-define its corporate brand, evolve its sub-brands and launch products.

Northwood Group | Case Study

FIG's Remit

In 2015, Northwood acquired the business of Disposables UK including hygiene brands Bay West, Optimum Professional and Optimum ProWipers.

FIG was engaged to work with Northwood in early 2016 with a remit to provide strategic design and digital support to communicate the Northwood brand offering under one unified source across the Away-from-Home (AfH) sector.

Northwood Group | Case Study

Strategic Deliverables

FIG supports Northwood’s sales efforts in a marketing partner relationship.

Initially we assessed the wider corporate brand and applied some strategic thought to the current brand portfolio to identify how best to rationalise the portfolio under one umbrella, whilst still communicating the USPs of each product range, and how each can complement the other.

We have then delivered a plethora of creative materials to support the wider business objectives, including brand development, product launch campaigns, digital support and advertising.

Northwood - Strategic Deliverables
Northwood Group | Results

Supporting Northwood Group with:

  • Brand strategy and brand development
  • External brand messaging
  • Product launch collateral
  • Corporate website design & development
  • Email shot design & development
  • Internal communication design
  • Packaging design
  • Packaging design
  • Exhibition design
  • Video development
  • Advertising design

Providing strategic design and digital support to communicate the Northwood Group brand.

The Results

In addition to the creative and digital input FIG provides, Northwood frequently calls on FIG as a sounding board for strategic decision-making which is highly valued because of the objectivity it provides.

The joint FIG and Northwood teams meet regularly to exchange ideas about the business. Working this closely means that FIG has a strong understanding of Northwood so it can respond quickly and effectively for marketing assistance and Northwood only has to deal with one marketing supplier. The flexibility and versatility of this way of accessing marketing expertise gives Northwood a real commercial advantage.


“We’ve set targets for FIG and the team has continued to surpass our expectations and deliver innovative and exciting creative work that has generated fantastic results and contributed to the growth of our business.

“Our recent product launch at Interclean is a great example. We attracted over 300 visitors to our stand and have grown existing relationships and created new ones. We are set to deliver a significant amount of business across this range in the coming 12 months. We’re delighted with the contribution that FIG brings to our team.”

Paul Mulready, Marketing Manager, Northwood Hygiene Products Ltd.

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