The brief
Southdale wanted a complete reappraisal of their brand. It was outdated and did not reflect where the company was going. They saw rebranding the company as an opportunity to re-present themselves, build a compelling proposition, raise their profile amongst key audiences, and achieve their vision 'to be the leading constructor in the delivery of publicly funded (and controlled) capital projects'.
The approach
We used our 4D brand methodology to shape and develop the Southdale brand. Through research, we explored perceptions of Southdale and what internal and external audiences saw as their key differentiators.
Southdale's ability to 'build certainty' into construction projects through a joined up approach which leads and guides clients at every stage, became central to the brand's positioning.
From this foundation, we created an identity inspired by their collaborative approach. The most distinctive element was the Southdale 'S' with its 'open doors' - to reflect the detail of architectural plans and their open, honest attitude.
A bold colour palette, and structural letter forms all contributed to an identity with real strength and presence.
The result
Following the rebrand, Southdale's growth continues apace with ambitious plans to expand both geographically and into new sectors of the UK construction market. Brass has been further tasked with implementing Southdale's brand across numerous touchpoints, delivering a marketing strategy that continues to increase brand awareness and profile.