Strategic Branding for Australian Construction Company

Percept Brand Design
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Requiring strategic branding services, this construction company engaged Australian brand designers, Percept.

The Challenge

ICM Project Solutions is an Australian company offering building services and project works. It approached several Australian brand designers, and ultimately selected Percept due to our proven track-record in strategic branding. This was important because the client had a strong branding concern: an affiliated partner had tarnished their reputation and ICM needed to separate themselves entirely from any association with that business.

The assignment for brand designers, Percept, was purely strategic branding. The brief was to build a reputable new brand, using the strong foundations of the positive elements of their company.

The Solution

Percept ran a brand discovery session to absorb all external and internal information related to ICM’s brand, business and the construction industry.

Our brand designers took these findings and developed a new brand positioning that reinvented the business as Austen Building Group. This gave the new venture a voice, and articulated their core values: transparency, quality and delivery.

As part of the strategic branding, Percept created a new tagline, ’Built on People’. In these words, the brand revolution had the foundation to truly represent the client’s business and its strengths, which centered around partnerships, customer relationships and the coming together of like-minded people.

We created a vibrant and versatile brand identity for Austen, with a focus on being personable. Our brand designers used their strategic branding expertise to bring Austen to life.

The Results

The new brand identity answers the original brief by connecting back to the client’s history of proven experience, delivering successful results and long-lasting relationships. The strategic branding has given Austen a fresh start and a solid platform from which they have relaunched and prospered.