BALFOUR BEATTY WORKPLACE

Brand toolkit / Business development toolkit / Desktop mini-guidelines

Tone of Voice guide

We work. You excel.

Agency: The Workroom
My role: Senior Designer

Challenge

When Balfour Beatty renamed its facilities management (FM) business Haden as Balfour Beatty WorkPlace (BBW) to align with the parent company, a rebrand was needed.

Solution

Within The Workroom's creative team, using the new strategic positioning ‘We work. You excel’, I helped develop the visual idea. We created a ‘silhouette soup’ of over 650 illustrations which could be used in endless ways to show BBW's services.

I worked closely with two illustrators to create the bespoke silhouettes and then helped bring the identity to life through many applications, including launch website and digital templates. I wrote and designed brand guidelines. Later we developed a successful Business Development Toolkit, guidelining presentation materials for use in BBW's frequent mega-bids.

Results

Significant increases in revenue, tender conversion and graduate applications followed the rebrand.

Awards for The Workroom

DBA Design Effectiveness Awards 2011 – Gold for Best Corporate/Brand Identity

Transform Awards 2011 – Gold: Best Rebrand by Sector, Gold: Best use of Copy/Tone of Voice, Silver: Best Overall Visual Identity, Bronze: Best Creative Strategy

CorpComms Award 2010 – Win for best rebranding

Best Business Awards 2010 – Win for Best Strategic Design/Creative