BAM UK & Ireland | Brand and Campaign | Construction
Brand activation for a UK division
The challenge
BAM UK & Ireland were undergoing significant change following a Group restructure. While the strategy “Building a sustainable tomorrow” was understood, the division lacked a consistent narrative and clear articulation of its value.
They also needed a unifying visual identity at a divisional level to activate internally and externally to drive clarity and engagement.
This needed to be more than a customer promise, they needed a unifying idea for the business, designed to shift mindsets internally while bringing greater clarity, consistency and impact to external communications.
The solution
Working closely with the Communications Director, Head of PR and Strategic Communications, and Head of Brand and Design, we developed a two-year divisional transformation programme designed to unite internal teams and create a more distinctive presence in the market.
Combining market research, leadership alignment, brand strategy and creative development, we created ‘Making Possible’ – a bold new UK & Ireland proposition. Underpinned by a simplified, monolithic brand architecture, we developed a strategic narrative, visual identity and flexible campaign system to bring the proposition to life across every touchpoint.
‘Making Possible’ was initially unveiled to senior leaders at a two-day event, building understanding, alignment and advocacy before being cascaded across the wider business. This created the foundations for a consistent go-to-market approach, ensuring that ‘Making Possible’ shaped not just how the organisation showed up, but how its people embraced what came next.
Impact
One unifying brand proposition to align employees and inspire a shared mindset for the future.
A distinctive and consistent brand identity to strengthen market presence and customer engagement.
A scalable brand framework to drive consistency across communications, campaigns and customer touch-points.
