Australian Soil & Concrete Testing, or more commonly known as ASCT, approached Beans Marketing to modernise their brand of 30 years to prepare for their next phase of growth. As an established business with a rich history of construction materials testing success, ASCT wanted to refresh their brand whilst maintaining the goodwill they had built over the years.
Beans worked closely with ASCT to modernise the brand to better reflect the scale and ambition of the business.
From the outset, the directors of ASCT had expressed their desire to maintain the goodwill that had been established in over 30 years of operation. In evolving the ASCT brand, one of the key challenges was to present a unified and scalable identity that could be easily adapted across their network of laboratories and offices up and down the East Coast of Australia.
One of the central elements of the existing brand was the pyramid, or triangle logo. This offered us an opportunity, or rather a platform, to simplify and elevate the brand.
ASCT is an organisation with multiple franchises across New South Wales and Queensland. Our goal was to create a refreshed brand that unified all of the businesses while being recognisable, memorable, and scalable as the business continued to grow across the East Coast.
We began by assessing what could be taken away. The goodwill in the brand surrounded the core elements - the initials (ASCT), the blue and the triangle. By reducing the brand to its core, we were able to establish a modern and scalable brand platform.
As we formed and refined a new identity for ASCT, colour became an increasingly important part of the brand. Evolving the existing colour palette, we introduced a suite of blues and monochromatic colours to help expand the footprint of the new brand.
By simply building upon the colours already affiliated with ASCT, we were able to introduce complementary colours that would enable more design freedom and communications opportunities in the future.
The Triangle provided a clear opportunity to frame and present information to the target market. By masking imagery within the logomark, we were able to ensure the ASCT brand maintained a presence even when the logo was nowhere to be seen.
In a highly technical industry such as Construction Materials Testing (CMT), key terminologies and phrases are paramount. While taking this into account, Beans was also charged with developing a key messaging architecture that was undoubtedly ASCT. Staying true to the way they did business, we needed to find a balance between the technical expertise and the endearing and casual manner the people actually working in the industry talk.
ASCT is an adaptable, diverse brand. It was critical that we touched on the many aspects of the ASCT business while ensuring their capabilities and benefits were clearly understood by decision makers in the construction industry.
Bringing material certainty to the construction industry.
‘Material’ and ‘certainty’ are the key words within this statement. ‘Certainty’ speaks to the need for ASCT’s clients to have confidence in the results they are given in order to progress their project to the next phase. By providing certainty, ASCT’s clients are able to move ahead knowing that the materials that make up their asset are fit for purpose. ‘Material’ refers to both the various matters (soils, concretes, aggregates, etc) ASCT tests, as well as the tangibility of the results provided.
It is from this statement that the messaging architecture for ASCT was formed and the resulting copy across all their marketing materials was executed.
Arguably the largest and most significant portion of this project was a complete website redesign.As our goal was to unify the ASCT brand and bring together the multiple franchises to form a cohesive presence in the marketplace, the website was crucial.
By creating a central hub for all information regarding ASCT, their projects, services, capabilities and the benefits of their expertise, we were able to showcase ASCT’s strengths and position them within the market.
In addition to the website, we were also tasked with designing various pieces of collateral including a capabilities brochure, team CV’s, letterhead, tender templates, report templates, vehicle and location signage and corporate stationery.
“ASCT engaged Beans Marketing to bring all our franchises together under one refreshed brand. We are incredibly pleased with the end result, especially our new website. The team at Beans took the time to understand our business, listened closely to our needs and feedback, were creative in solutions and responsive in communication. We're looking forward to our on-going partnership with them to deliver on a range of strategic marketing initiative's and activities. We could not recommend them highly enough. Thank you!” - ASCT Directors