My brief was to design corporate identities and communication material for three new trading divisions – HomeScreed, BuilderScreed and ContractScreed.

The identities needed to reflect the parent company’s heritage and provide an instant clue to their business activities. The house, spirit level and hard hat provide good references to each sector while the ‘swish’ is taken from the parent company’s identity. Combined with their straplines there’s no mistaking what each division does.

HomeScreed launched first and, being aimed at the domestic sector needed helpful and engaging communication material. The aim was to create a personal relationship with clients, building trust by providing answers to anticipated questions, case studies and testimonials. This ethos was delivered wherever a customer came in contact with HomeScreed – online, in print, in person and out doors.

This branding and communications project has been a great success, providing:

• A strong brand building platform for all divisions.
• A new approach to customer service as a result of focus.
• Consistent and recogniseable brand identity across all three divisions.
• Communication material that can be amended to suit each market with minimal cost implications.