Baulderstone
Rebranding an industry icon

How to give new life to one of the oldest and largest brands in Australia’s construction sector? Baulderstone were positioned as the ‘smart’ player in the market – able to draw on its heritage to amplify its ability to tackle complex and challenging projects. However, the brand was being underpinned by lifestyle focussed imagery and a tone of voice that did not support the complexity and sophistication of the major projects being delivered.

Industry setting

Baulderstone, formerly Baulderstone Hornibrook, is one of the oldest and largest players in Australia’s construction industry. The brand’s solid heritage and experience is evidenced through their creation of iconic landmarks such as the Sydney Opera House and ANZAC Bridge while also delivering sophisticated and highly complex infrastructure projects such as the Cross City Tunnel, the Melbourne City Link Project, and Port Botany expansion works.

Challenge

Baulderstone claimed to be ‘Creating what matters’, however, the brand was being underpinned by lifestyle focussed imagery and a tone of voice that did not support the complexity and sophistication of the major projects being delivered. The change of company name was seen as a greater opportunity to signal a shift in business focus towards both its building and civil engineering portfolios.

Strategy

Our research with the Board and key stakeholders showed that the business had a robust strength but required a more business-savvy position that demonstrated confidence and acumen.

To uphold and articulate its ability to ‘create what matters’ at every level, the corporate logomark was subtly and effectively refreshed to define change whilst maintaining recognition –
and was paired with a creative platform which drew on its heritage to amplify
its ability to tackle complex and challenging projects.

Result

The Baulderstone business has held
strong through an extremely turbulent period for the construction sector as a result of the GFC – in fact, Baulderstone were recently successful in securing their single largest project ever, the Port Botany expansion works.

Market response was positive and client expectations were exceeded. ‘We are only just beginning to realise the strength of the brand system that has been created’ Chris Reynolds, GM Corporate Relations.

Share