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Graham Jerome-Ball worked with Lillington Green on this project to deliver a successful solution for their client.
Beard is an award winning construction company that set-up its stall back in 1892. A highly profitable and professional family-run organisation, it's rightly proud of its heritage and the projects on which it has worked.
But the dowdy company image was out of step with the extensive internal systems modernisation programme and the aspirations of the company's executive and Managing Director Mark Beard, a great grandson of the founder.
The brief was to come up with a new logo but Beard were soon persuaded that here was an opportunity to not only change the look of the company but to communicate what it stood for. "We started out seeing our brand as a logo, something physical and visual," says Mark Beard, "but we came to see that a brand is much more than that. It's the personality of a business. So there was a wider opportunity to not just put a new logo on our vans but to sharpen our internal focus on the values that we hold dear and to communicate to our customers what they can expect of us."
Employees contributed their views on the Beard brand through questionnaires, face-to-face interviews and at group communications sessions where they determined the three values that they felt best described their company. The dated 'E W Beard' company name evolved to simply 'Beard'; a new strapline - 'Partners in Construction' - was born and the colours of the new logo were chosen to reflect the modern and forward thinking organisation that Beard is today. The new identity is now visible across the company - from stationery and brochures through to company vans, site signs and the fleeces worn by operatives out in the field.
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'Graham Jerome-Ball and Lillington Green have a down to earth attitude. They talked the same language as us and worked hard to understand our business. They were really enthusiastic about the project and passed on their enthusiasm to everyone else. And of course they got us to see the big picture - that brand is not just about design, but the values a company embodies and the way it works'
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