Pastures New at Kelham Island by Stephen Delaney


At the Backroom, we’re celebrating more than just the festive season. We’re also embarking on the next, exciting chapter for our agency.

Although the Backroom is just over two years old (and therefore a mere whippersnapper!) we’ve already reached the point of being ready to move on to pastures new, in the form of our brand new premises in Sheffield’s vibrant Kelham Island.

The past two years have been phenomenal for us. We’ve been lucky enough to work with some fantastic clients and brands, and tackled a huge variety of projects. We’ve worked flat out, delivering everything from full rebrands and website launches, to photo shoots, event planning and even the odd bit of Chinese translation!

We hope that our clients have come to think of us as an extension to their own team – the backroom working tirelessly behind the scenes to make their marketing objectives a reality. A well-oiled machine, helping their business to thrive.

Our first studio, in the leafy Sheffield suburb of Dore, we were literally housed in a backroom – a creative space behind a popular coffee shop. We loved the concept so much that we named our business after it.

So when we starting looking for our new premises, we knew the space somehow needed to fit in with the backroom concept. Happily, that’s exactly what we found. A creative retreat right above Gaard Coffee, an awesome Kelham Island hideaway to drink great coffee and sample the finest patisserie and pastries.

Our move puts us right at the heart of the action. There are so many exciting developments in the area, and lots of up and coming new businesses. There’s a real buzz in the air and we’re excited to call it home.

We’re really looking forward to making new connections, working with more clients and delivering even more creative work in 2019.

If you’re passing by, why not pop into Gaard Coffee for a coffee and a pastry? Or visit our neighbours The Brow Project, The Mill Hair Studio, Moss and Clover Kelham.

And if you’re looking for help in growing your business or want to chat about your marketing, come and say hi. The door to the new Backroom is now open!

Spreading the word for ICD Europe by Stephen Delaney

ICD Europe Ltd are experts in the procurement, processing and supply of a wide range of specialised metals and alloys. They supply customers in a variety of industrial sectors including the aerospace, medical, petrochemical, automotive, electronics and industrial gas turbine industries. Launched in October 2016, as part of the ICD Group, and they have enjoyed rapid, yet sustainable growth over that short period.

When the time came to move into their new premises, they came to the Backroom for help with organising the launch and spreading the word.

We put together an event proposal alongside an 8-page, ‘tabloid’ style newspaper to give away to guests. This acted as an introduction to the team at ICD, as well as their products and services. To help support the event we produced invitations, pull-up banner stands, a corporate presentation, managed the press, social media and photography, and even organised a coffee van!

The event, which took place on Saturday 4th August, was a great success and the client was thrilled with the outcome. Guests were given a guided tour of the facility, before a ribbon-cutting ceremony and speeches by Wayne Hawkes, MD of ICD Europe Ltd, and The Right Worshipful the Lord Mayor of Sheffield, Councillor Magid Magid before being treated to a day of first-class corporate hospitality, including a day at Doncaster Races.

We thoroughly enjoyed working with the great team at ICD to deliver this fantastic event, and we hope the relationship continues to go from strength to strength.

An innovative approach to waste by Stephen Delaney

As a nation, the UK drinks 55 million cups of coffee each day, creating 500,000 tons of waste coffee grounds every year. Most of this ends up in landfill, which is a costly form of waste disposal for businesses and is also very damaging to the environment.

At the Backroom, we love to see UK businesses taking innovative approaches to solving environmental problems. So we were delighted to be commissioned by Roadchef, the UK’s leading motorway service operator, to produce a short video about their innovative partnership with Olleco and bio-bean – the first ever business to recycle waste coffee grounds into biofuel on an industrial scale.

Before we even put pen to paper, it was important for us to understand how the process worked, so we spent some time getting under the skin of the project. 

In a nutshell, used coffee grounds are collected from 28 Roadchef sites by transportation company Olleco, and taken to bio-bean’s factory in Cambridgeshire. They are then cleaned, dried and recycled into products for industry and homes, such as heating pellets and coffee logs for woodburners.

We created the initial storyboard to agree the content and overall look and feel. The video uses a combination of existing and new footage taken at Norton Canes, Roadchef’s flagship motorway service area. The three companies were keen to promote the recycling message, and we worked closely with all parties to deliver a great end result.

Roadchef welcomes more than 50 million motorists through its doors every year, and sells around 7 million cups of coffee. Roadchef and bio-bean estimate that over 200 tons of waste coffee grounds will be collected through the new scheme by the end of 2018, saving 112 tons of greenhouse gas emissions compared to landfill disposal.

To find out more about this great initiative from Roadchef, Olleco and bio-bean, take a look at the video we created above, and visit Roadchef’s sustainability page here.

BG Engineering - since 1988. by Stephen Delaney

Chesterfield-based firm, BG Engineering is a leading subcontractor for precision-machined components. With a milestone birthday looming, it was the perfect time to update their brand identity. 

They approached the Backroom Agency in the months leading up to their 30th anniversary. They were looking to invest in their future by refreshing their branding and website, ensuring consistency and bringing everything in line with the company’s new vision and direction.

The project covered everything from branding, guidelines, exhibition graphics and company brochure, right through to a new, responsive website, photography, branded workwear and signage.

As part of the creative process, we spent some time getting to know the company, and what really shone through for us was their confidence in the expertise of their workforce and the services they provide. We wanted their branding to embody this, so we created a bold and engaging photography style, showing real employees in their everyday environment.

The new website has been designed with a fresh, contemporary look and provides detailed information about the range of services BG Engineering offers.

The new, contemporary logo features a nod to the company’s heritage incorporating a strapline ‘thirty years since 1988’.

The result? A brand that has truly come of age. Happy anniversary BG Engineering!

RAR Recommended until April 2019 by Stephen Delaney


We're delighted to maintain our Recommended Agency Register status once again thanks to high ratings from our clients for criteria such as Customer Service, Creativity, Effectiveness, Value for Money and Deliverability On-Budget. 

The Recommended Agency Register (RAR) an industry benchmark, helping to highlight trusted agencies, uniquely, by measuring a company's level of customer satisfaction through anonymous client ratings of each service bought from the agency.

Only companies who score above the RAR threshold become 'recommended' and included in the register. Nothing is more important to us than satisfied customers, so a massive thank you to everyone who took the time to provide such fantastic ratings.

Helping fly the flag for the Sheffield City Region by Stephen Delaney


Representatives from Sheffield City Region travelled to the South of France last week to fly the flag for our region at the 2018 MIPIM property conference in Cannes. The event offers UK regions the opportunity to showcase development schemes and opportunities to potential investors from around the globe.

At the Backroom, we were thrilled to be asked to contribute to what was clearly an important event for our region.

We were tasked with creating a suite of literature for the conference, including the crucial ‘pitch book’, as well as designing and installing the exhibition stand and producing pull-up banner stands – all delivered on time and to budget! In addition, a short promo video was produced to play on a loop throughout the day (also used in the UK Government pavilion to promote Northern Powerhouse opportunities!!).


We knew that the creative had to stand out against the ‘competition’ and help cement our region’s reputation as an exciting and profitable place for investors.

The conference was judged to be a great success, with Sheffield City Region enjoying an "exciting and fruitful week", according to Sir Nigel Knowles, chairman of Sheffield City Region Local Enterprise Partnership. He went on to say,"there is real evidence that the Northern Powerhouse is increasingly pulling together, giving confidence to international investors and making our region an even more attractive place in which to invest, work and live."

C’est formidable, n’est-ce pas?

A fresh new look for Roadchef by Stephen Delaney


Roadchef operate at 30 motorway service covering the length and breadth of the UK serving the needs of the travelling public for over 50 Years. Famously, Roadchef are the proud owner and operators of Watford Gap, the first and most iconic Motorway Service Area in the UK, which opened its doors on 2nd November 1959 and in 2009, celebrated its 50th Anniversary.

Operating an impressive portfolio of leading catering brands, including well-known brands such as McDonalds, Costa & LEON, we were recently commissioned to shoot food photography for one of their most popular dining outlets - The Fresh Food Café. Our brief was simple. To create a fresh, new photographic style which reflected the quality of the freshly prepared produce for their Autumn/Winter 2018 Menu.


The shoot took place at our photography studio in Sheffield. All the dishes were carefully prepared in our fully equipped kitchen facility by Emma, our expert food economist, and photographed by our award-winning photographers Joanne and Andy.   

We thoroughly enjoyed sampling a few of the dishes afterwards, and more importantly, the client was thrilled with the resulting images, which are currently being used on the Fresh Food Cafe menus and point of sales boards at all Roadchef sites across the UK.

Bringing Horasis to Life by Stephen Delaney

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Did you know that just a couple of short weeks ago, 300 Chinese delegates descended on Sheffield for the biggest business event of its kind ever to be hosted by the city?

The eagle-eyed among you may have noticed the (rather lovely) posters and banners dotted around the city centre. The International Horasis China Meeting, which was hosted in the UK for the first time, took place on 5-6 November across a number of venues including Sheffield City Hall, Sheffield Cathedral, the Cutlers Hall and Chatsworth House.

In order to help bring the event to life, Sheffield City Region Local Enterprise Partnership enlisted the help of the Backroom Agency. The extensive project kept us busy day and night for weeks leading up to the event. It was such a whirlwind of activity that we’ve only just recovered enough to tell people about it! 

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The aim of this prestigious event was to demonstrate Sheffield’s cutting-edge research and innovation and showcase potential investment opportunities through a packed two-day programme of discussions, debates and networking. It was our job to ensure that all aspects of the event were impeccably designed and presented, ensuring a professional and business-friendly image. And of course, we also worked tirelessly with translators to ensure that the content was exactly ‘on message’ and right for the Chinese delegates. 

The event was deemed a huge success. Founder of Horasis, Dr Frank-Jürgen Richter said more than 300 senior business figures attended because Sheffield was a centre for Chinese investment and a key part of the Northern Powerhouse.

He added: “The response from China has been amazing. They want to discover more about Sheffield’s transformational story from the steel city to a green, ‘smart’ city of innovation.

We were proud to have played our part in bringing to life such an important event for the city, and we’re looking forward to seeing the many positive developments that will surely result from it.

Now excuse us while we go and lie down in a darkened room…