The St Hilliers brand had grown organically over the years, based on mutually beneficial relationships with all stakeholders founded on respect and trust. However, to support future growth and reflect their evolution, St Hilliers needed to examine and evaluate whether their brand message was consistent and coherent across the different divisions and their business activities – internally and externally.
Established in 1989 by Proprietor Tim Casey, St Hilliers is one of Australia’s leading, private property groups providing expertise and services in property development, property funds management, contracting and asset management. At the time of this project the impact of the GFC was being fully realised by Australia’s construction industry.
The challenge was to define the brand promise and reposition St Hilliers as a highly successful and ambitious player in Tier 2 of Australia’s construction industry. The milestone of their 20th year presented an opportunity to revisit and clearly define their position and promise to the market. To do this necessitated a ‘front foot’ approach during a tumultuous industry period when many players were doing quite the opposite.
St Hilliers were positioned as an agile, strong, and intelligent brand who were well-placed to challenge the big players and big projects in the market. The identity was reworked to feature a distinctive ‘H’ symbol, and the ‘Confidence/Trust/Vision’ signoff became an important component of all communications.
The creative was formulated around an angular design system that was applied to all touchpoints – online, offline, and importantly, onsite – effectively the largest advertising space for a construction company.
The refreshed brand has redefined St Hilliers in the Australian market. St Hilliers CEO Tim Casey said: “20 years in operation was an important company milestone to reach. It is important to mark the start of the company’s next phase of growth into the next decade with a new brand that interprets our company’s values and culture, as well as representing our business strategy.”