Business rebrand
Company: ISG | Sector: Build environment | Scale: £2.4bn T/O, Global
Company: ISG | Sector: Build environment | Scale: £2.4bn T/O, Global
Business rebrand
Company: ISG | Sector: Build environment | Scale: £2.4bn T/O, Global | Role: Group Head of Brand
ISG was a £2.4bn revenue global construction specialist delivering new build, refurbishment and fit out projects across multiple sectors.
Since its previous rebrand the business had evolved. A change in leadership and subsequent new strategic direction had seen the business enter new sectors and win new clients. No longer valued simply for dependability and professionalism clients were now additionally choosing ISG for their innovative, agile and technology led approach. With a disconnect having developed between the way the company presented itself and it's client's experience the business saw a need to rebrand.
Working closely with company leadership I led a programme to develop a new corporate vision, new values, a redefined brand proposition and a new visual identity.
The new band proposition, 'Delivery Dynamic', was designed to suggest assurance + change, reliability + possibility and sound + agility. It shifted focus from the outcome to the journey.
My work to create a new identity to represent this proposition resulted in the development of the 'dynamic line'. A graphic born, in its singularity, from a timeline to represent 'journey', but a device designed to move, multiply and layer to represent dynamism.
The line was ever present across the visual identity. It formed underlines, an anchor for text, a divider between images, a sequenced pattern and animated graphics. Together with new fonts, colours and photographic style a distinct visual language was built.
The 'dynamic line' was designed to move, multiply and layer. Whilst the brand's colours were retained, four additional colours, created by the multiplied colour at intersections, were introduced to provide depth and transparency.
A brand book was distributed to all employees at launch
The dynamic line was used to form graphic identifiers for each of the new values
Acknowledging that 'Delivery dynamic' was only as good as the people delivering it we brought authentic, reportage photography of employees to the front of brand.
Standard document layouts and templates
Standard and bespoke hoarding designs
Promotional merchandise
Business stationery
Website
Service
Strategy, Project management, Creative direction and graphic design
Client
ISG
Date
2006 onwards