| Baulderstone
2010 REBRAND 100 Winners > notable
Industry: Construction - Property Development - Engineering
Enterprise Rebrand
Country Base: Australia
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Baulderstone is one of the oldest and largest players in Australia’s construction industry. The clear goal was to maintain Baulderstone’s iconic status and industry leadership and position it to win the big, billion dollar projects, so competitively pursued within the top tier of the sector.
The brand's solid heritage and experience is evidenced via projects such as the Sydney Opera House - but they are delivering sophisticated and highly complex 'big' infrastructure projects that underpin Australia's major cities - such as the Cross City Tunnel, the Melbourne City Link Project, and Port Botany expansion works.
Challenge - The Board’s directive was to embrace the industry-wide common moniker and rename the organization as simply Baulderstone. The main corporate logomark held significant equity, which needed to be translated as part of the rebrand. As such, our recommendation was to revitalize the main identity rather than reinvent it.
The biggest challenge for the brand was to use this change as an opportunity to signal a shift of business focus, as a result of new leadership, and marked growth across both its building and civil engineering portfolios.
Baulderstone claimed to be 'Creating what matters’, however, the brand was underpinned by generic lifestyle imagery and a tone of voice that did not support the weight, complexity and sophistication of the major projects being delivered.
Strategy - Baulderstone was positioned as the 'smart' player in the market – able to draw on its heritage to amplify its ability to tackle complex and challenging projects. Our research with the Board and key stakeholders showed that the business had a robust strength but required a more business-savvy position that demonstrated confidence and acumen.
The revitalized brand needed to uphold and articulate its ability to ‘create what matters’ at every level – externally, and internally, to a large staff body adjusting to new structure and leadership. The corporate logomark was subtly and effectively refreshed to define change – while maintaining recognition.
Result - The revitalized brand has redefined Baulderstone in the Australian market. Across the board implementation – online, offline, site branding and the relocation to new corporate headquarters – provided a remarkable opportunity to test the strength of the new brand system in all applications.
Market response was positive and client expectations were exceeded. ‘We are only just beginning to realize the strength of the brand system that has been created’ — Chris Reynolds, GM Corporate Relations.
Since the rebrand, the Baulderstone business has garnered:
• great national press coverage
• 40% increase in website traffic
• firm footing during turbulent period for construction sector
• securing of its largest project ever - Port Botany expansion works
Credits:
Client: Baulderstone - www.baulderstone.com.au
Brand Strategists/Designers: Doppio - www.doppiodesign.com
Creative Director: Mauro Bertolini
Designers: Amber Kadwell and Philip Wadewitz
Creative Services Manager: Fleur Farrington
Account Service Director: Melissa Bertolini
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