Playgroup | Helping brands build genuine brand equity

Unlocking potential

Brief

To capture the emotional, social and practical drivers of BeOnsite and realise them through the development of a clear brand and identity. BeOnsite is funded by Bovis Lend Lease, so there needed to be direct alignment between the two brands.

Solution

In the first instance we facilitated workshops with key stakeholders to fuel discussion, debate and work towards consensus for a clear vision, values and identity for BeOnsite.

Building on the output from the workshops and other research, a distinctive logo and strapline were developed. It was important that it identified closely with the Bovis Lend Lease logo and also the three key elements of the programme; job brokerage, supported employment and training.

Brand guidelines were created to ensure consistent application of the brand going forward. We also directed a photoshoot, and created a library of images which will form a resource for all future communications.

Finally we developed collateral, a website, and materials for the BeOnsite launch event that was held at the Treasury in January 2008.

Results

A hugely successful and enjoyable project for all involved. The launch of the event gained great publicity and government support. New trainees to the scheme are being recruited daily, and awareness of BeOnsite has been delivered within the construction industry.