We partnered with the internal marketing team and senior leadership team at Leighton to lead a brand project to reposition the business; to unite the staff and to educate the target audience about the business’ services and solutions.
The first step in the project was to undertake a series of workshops with focus groups of staff members in order to unearth more about the organisation and what it stood for. There were challenges with teams working in separate office locations, with changes in customers’ expectations and with the communication and implementation of a new business direction and strategy. The workshops allowed us to find out what was important about the brand and the business as a supplier, partner and employer, and to discover how to position the business now and for the future.
During our conversations with the focus groups, three core themes emerged – the technology on offer, the people who worked there and collaboration with clients. The narrative behind brand name ‘Leighton’ also emerged which was previously unheard by many of the current staff members. It brought staff members together under a common ‘umbrella’ and it provided legacy and authenticity to the brand. Any thoughts of a rebrand were forgotten.
The three themes unearthed in the workshops were developed in to the strapline: ‘Tech. Talent. Together.’ to represent the three pillars of the business.
We created a unique visual identity to represent these pillars and the nature of the work Leighton does: bringing the pillars together with different clients, with different needs, to generate bespoke outcomes.
Following the engagement from the focus groups at the beginning of the process, it was vital to include them in the testing phases too. We gained feedback on the concept and made tweaks until it was clear we had created something ‘ownable’ by the team. To launch the brand and new identity to the wider business, a launch event was organised by the marketing team. To kickstart the event, we created a high-impact animation which brought together the brand look and feel, the key messages, ‘the three pillars’ and the new direction of the business to excite, unite and engage the internal audience.
For the external launch, we created a range of collateral including word, excel and powerpoint templates, letterhead, business cards, greetings cards, promotional items and a credentials document, as well as drafting and issuing a press release about the new branding.
Responses to the new branding have been overwhelmingly positive, with staff and customers praising the unique design and the statement it makes about Leighton as an organisation.
The rebrand has also received positive press coverage in a number of key North East media outlets, including North East Connected, Business Up North and the North East Chamber of Commerce.
The client said:
“The team at Narrative are friendly and professional. They just get us. They turn work around quickly and the quality is always great. I get excited when I receive an email from these guys.
“Your patience is brilliant. You get that we want to get things just right and stick with us through all the tiny ‘tweaks’ to produce exactly what we are looking for.”
Laura Rippon, Marketing Manager, Leighton