Keepmoat
In the marketplace, Keepmoat was known mainly through its operating companies. With the change in focus to PPP’s, Keepmoat needed to move away from its operating companies leading the brand positioning, to Keepmoat being the main projection - in order to build an image that reflected the financial stability and confidence of the combined group.
Keepmoat was going through a period of strategic change; at the time, it was active in the house construction market, with three operating companies Bramall Construction, Frank Haslam Milan and Haslam Homes -Keepmoat being the ‘holding’ company.
The Government promoted a commitment to bring all social housing up to 21st century standards, predominately through public private partnerships (PPP’s). Through PPP’s, Keepmoat pioneered regeneration partnerships by joining forces with the public sector to meet the government’s agenda.
We created a brand proposition to position Keepmoat as ‘Leaders in Community Regeneration’. The identity was implemented across the operating group, with application onto vehicles, uniforms, site signage, tenant and contractor information. Their communications strategy has been rationalised through corporate literature, annual report and accounts, website, newsletters and signage, held together through integrated PR activity.
Strategy definition and market alignment / Co-designing the organisation’s Vision, Purpose, Values / Articulating brand strategy across external and internal audiences / Delivery of online and offline brand communications / Comprehensive brand implementation programme over a 10-year period / Full design implementation across all elements of the marketing and communications mix
This project was delivered in partnership with The Ideas Facility
