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Transform Awards 2011 - best use of copy style / tone of voice |
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Friday, 08 April 2011 08:35 |
Best use of copy style/tone of voice
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Gold
Balfour Beatty WorkPlace |
Silver
LV= |
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Facilities management service company Haden Building Management had endured a tricky few years, having been hit hard by the recession, increased competition and declining customer satisfaction. It was time for a major transformation.
The complete overhaul of the brand, managed by The Workroom, addressed the issue of weak positioning in the market, and also aimed to create an interesting tone of voice.
‘Freedom to Perform’ became the company’s new brand positioning with the inspiring strapline “We work. You excel.” The new positioning was complemented by a striking visual identity, which demonstrates the range of service areas of the company with a visual scheme of 670 silhouette illustrations. The rebrand was completed with a name change to Balfour Beatty WorkPlace.
As a result of the rebrand the company has seen a 41% increase in revenue during the first year and a 33% YOY rise in average annual value of order and more satisfied clients and staff.
With the new distinctive, witty and unique tone of voice and personality, Balfour Beatty Workplace is now a major standout in the B2B facilities management environment. |
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