Argent: Interior & Exterior Furnishing
We developed the market growth strategy, brand refresh, digital presence roadmap, content creation frameworks, and process improvement for Argent, a leading supplier of construction materials and furnishing solutions in Nigeria expanding into new market segments.
Argent had built a strong reputation over a decade as a trusted supplier of plywood, laminated boards, and furniture hardware in Nigeria. But their growth was constrained by an outdated brand, limited digital presence, and no structured approach to reaching new market segments like designers, architects, general contractors, and homeowners.
They needed a growth strategy that would modernize their brand, streamline their processes, and create the marketing infrastructure to consistently reach and convert their target audience across multiple channels. The challenge was translating a traditional B2B supply business into a digitally competitive operation without losing the credibility they had built.
Market strategy, brand, digital, and content
We built the strategic foundation and execution plan across four interconnected workstreams: market strategy, brand identity, digital presence, and content operations. Each workstream was designed to reinforce the others and create a compounding growth engine.
Market Strategy
Go-to-market plan targeting 7+ audience segments: designers, architects, fabricators, builders, contractors, cabinet shops, kitchen & bath dealers, and homeowners. Process improvement and channel prioritization.
Brand Refresh
Updated messaging and positioning to reflect Argent's evolution from a plywood supplier to a full furnishing solutions provider. Logo update and colour scheme modernization.
Digital Presence
Website strategy and structure, social media presence framework, and Google My Business optimization to establish Argent's digital footprint across all relevant platforms.
Content Framework
Content creation framework covering website copy, email campaigns, social media, blog strategy, and video content. Designed for consistent execution without requiring constant external support.
Process Improvement
Streamlined internal processes to improve operational efficiency. Identified bottlenecks, mapped workflows, and implemented changes that delivered immediate impact on how the business operates day-to-day.
Template Systems
Email templates and social media templates designed for Argent's team to execute independently. Branded, on-message, and ready to deploy across campaigns.
Major deliverables
Go-to-Market Strategy
A GTM plan mapping Argent's product lines to 7+ target segments. Defined channel strategy, messaging hierarchy, competitive positioning, and phased rollout plan for market penetration.
Process Improvement
Audited and streamlined Argent's internal processes across sales, operations, and customer management. Identified inefficiencies and implemented workflow changes that delivered immediate, measurable impact.
Brand Messaging Update
Repositioned Argent from a materials supplier to a complete furnishing solutions partner. Updated messaging to speak directly to each target segment's specific needs and decision criteria.
Logo & Colour Scheme Update
Modernized the Argent visual identity while preserving brand recognition. Updated logo and colour palette to reflect a premium, professional positioning for the furnishing market.
Website Strategy
Defined site architecture, page structure, and content requirements for a redesigned Argent website optimized for product discovery, lead capture, and brand credibility.
Social Media & Google My Business Setup
Social media presence strategy across relevant platforms. Google My Business optimization to capture local search intent from contractors, builders, and designers in the Nigerian market.
Content Creation Framework
Built a repeatable content creation system covering website copy, email sequences, social media content calendars, blog topics, and video content briefs. Designed for internal execution.
Email & Social Media Templates
Branded, production-ready templates for email campaigns and social media posts. Each template aligned to Argent's updated brand identity and optimized for their target segments.
What changed
Clear path to 7+ market segments
From a generalist supplier to a strategically positioned brand with tailored messaging for designers, architects, contractors, fabricators, cabinet shops, K&B dealers, and homeowners.
Modernized brand identity
Updated logo, colour scheme, and messaging that positions Argent as a premium furnishing solutions provider, not just a materials supplier.
Streamlined internal processes
Operational bottlenecks identified and resolved. Workflow improvements delivered immediate impact on efficiency across sales, operations, and customer management.
Digital presence framework deployed
Website strategy, social media framework, and Google My Business optimization to establish Argent's digital footprint where their buyers search.
Content engine built for internal execution
Repeatable content creation framework covering website, email, social, blog, and video. Designed so Argent's team can execute consistently without external dependency.
Branded templates ready to deploy
Email and social media templates aligned to the new brand identity, reducing time-to-publish and ensuring consistent brand presentation across every touchpoint.
Selected work
Tools & platforms used
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Need a growth strategy that actually gets executed?
We build the plan and the infrastructure to run it.