Challenge

It seeks to refresh its brand identity as it seeks to consolidate its expansion into new markets, it aims to convey its commitment to innovation, sustainability, and regional relevance. The company embarked on a brand identity redesign initiative to modernise its visual aspects and redefine its core values, mission, and messaging. This was important to position itself as a trusted partner in West Africa's infrastructure development and contribute to the region's progress.

To embark on this project, I initiate a series of essential inquiries directed at both myself and stakeholders. These inquiries were designed to provide a comprehensive understanding of the key issues at hand.

Understanding the stakeholders

Working with the stakeholders of the business to define the project goal and the expectations of rebrand process, we were able to identify the following;

Digging further to understand the current brand perception

Through various rounds of interviews with stakeholders, members of staff, and customers alike revealed the gaps;

Identifying the key objectives

Before commencing the design process, it was essential to clearly state the objectives to guide the rebrand;

1. Visibility: A key objective of the rebrand process was to ensure after the redesign; the business was more visible to target audience seeking to engage their services.

2. Brand Perception: People who had initially perceived the brand as just a home-building firm would see them in a different light understanding the brand's purpose and positioning them within the built industry as a key player due to its vast years of experience, projects delivered and its accomplishments.

3. Memorable: Another key objective outlined after engaging stakeholders was to develop an identity that was instantly recognisable and memorable.

The solution was to create a recognisable symbol, one that stemmed from the “idea of building”, this could be a home, industry, residential construction of the scale of an estate, stadium, industry etc. It consisted of square bricks, which allows for consistent use and expression of the building process.

The patterns formed from the brick provide the foundation for an interesting and intricate design reflective of the many communities Rhuddlan are committed to building. It also further assert the brand as a building company not limited to just home construction.

Colour palette & Typography

The inspiration for the colour palette was inspired by a key building material for construction i.e. brick or mortar.

Communication material

I created several brand communication assets to help reposition the brand in the mind of its target audience utilising key messages curated during the course of the rebrand, these were mocked up to showcase refined solutions and real-life scenarios for the physical space and online.

What was the impact of the work done?

Upon completing the brand identity redesign and engaging with stakeholders, the following were recorded even before full implementation phase at the time of writing case study;

1. 72% increase in lead generation within the first six weeks; There was an increase in actionable leads interested in the brand's service offerings.

2. 85% customer conversion, aiding market expansion; New leads were more focused on actual engagements with the specific offerings, with a majority of them been new customers who never has any knowledge of the brand.

3. Greater brand awareness and discoverability; With the new brand identity a broader target audience was reached with the brand offerings. With the revamped brand identity and brand colours creating a reference point, which endeared customers to the brand.

What did I learnt through the process?

The following learning were observed from the strategic redesign carried out;

1. Evolving visual identity to reflect expanded services: We learned a valuable lesson from the project. With the company branching out into new areas, it was essential that the brand identity reflected a more comprehensive and inclusive image. The logo, colour scheme, and overall design approach were all modified to showcase the company's adaptability and proficiency in several construction domains.

2. Communicating a unified brand narrative: The redesign of the brand identity placed a strong emphasis on clear and cohesive communication. Every touchpoint, from marketing materials to the company's website, was carefully synchronized to convey the brand's narrative consistently. This not only enhanced brand recognition but also conveyed a sense of reliability and professionalism.

3. Engaging stakeholders throughout the process: The success of the brand identity redesign hinged on active engagement with internal and external stakeholders. From involving employees in the ideation process to seeking customer feedback, a collaborative approach ensured that the final brand identity resonated with both internal teams and the target audience. This collaborative effort fostered a sense of ownership and pride among employees and instilled confidence in clients and partners.