Just like a physical space, a brand identity can also be taken apart and rebuilt. Sometimes it’s just a simple refurbishment. Sometimes there’s the need to strip everything back, reshaping the original build into something fit for purpose.
Such was the brief presented to us by the Christchurch owners of a construction franchise. Their brand reconstruction required a solid foundation and, built upon this, a meticulously engineered structure.
Previously operating under the umbrella of the Coresteel brand as a franchisee, the owners wanted to rebrand to widen their market opportunities. The goal was to firmly establish their reputation as an independent construction company with experience in all steel-box framed construction methods.
An outside perspective was essential. As a well-established company, one looking to break away from the comfort of a familiar brand, they needed to be asked questions that may have been previously unconsidered – and to be guided on what really mattered to them.
Scoping the build
The first step of the project was a brand positioning workshop. We designed the workshop around unpacking their unique market position, looking for clarity on the type of company they were, how they fit into the market and where their distinctive capabilities lay.
Together we drilled down to define their identity as ‘specialists in structural steel industrial and commercial buildings.’ We also uncovered three pillars that are used to define their story to the marketplace.
Consultants – They genuinely partner with clients to guide them toward the best outcome.
Confident – Their extensive knowledge of commercial construction underpins every step of the process, mitigating risks and pitfalls for their clients.
Connected – A flat communication structure connects the business owners directly to clients, resulting in clarity and more timely results.
After defining their desired reputation, their strengths and their vision, it was time to develop the design brief. This again was a collaborative process, ensuring no surprises (and no potential spanners in the works).
Pouring the foundation
Here our experience of the current branding landscape ensured a modern identity – one which could showcase the character and commitment of the people behind it.
After workshopping suitable name options we arrived at Corcon. This choice allowed a transition from the Coresteel brand while at the same time accommodated the widely-known Coresteel construction system as a key product offering.
For the new logo and design elements we developed a contemporary visual presence built around the idea of connection. To stand out in a crowded sector the brand needed to be bold where others were homogenous, to reflect people where others fixated on process.
Website
A new website was developed to create a compelling first impression of Corcon’s capabilities and the people behind the company. Bold imagery, video stories and honest copywriting now elevate the offering, providing strong credentials to win new business while building confidence with existing partners.
Digital visibility
It’s easy to get lost in the digital landscape – particularly for a new brand trying to establish itself. To make sure Corcon was visible to those searching for a construction partner, we developed a digital marketing strategy to pave the way for lead generation from their target market.
