Glennos constructions is a civil construction company with a long history in the Illawarra and South Coast. For over 60 years, Glennos have been shaping suburbs across the Illawarra, leading the local civil construction industry.
Much of this success had been achieved without any marketing, just hard work and strong relationships. Glennos wanted to expand their market, form new relationships and strengthen their existing partnerships, so they got in touch with Beans to build a brand for their iconic construction business.
Many people recognise the Glennos logo, having seen it on their trucks all over the Illawarra and South Coast region. Yet, the Glennos team did not have any other sales and marketing tools to support their vision for growth. Beans worked closely with the leadership to determine the vision, values, unique selling proposition and key messages for the civil construction branding.
We then carried these themes into the visual identity, acknowledging the history of Glennos and developing a platform for their future. To communicate the history of the civil construction brand, we used a serif font which balanced the heavy-set type of the gothic style typeface in their logo. Serif fonts have a long history, with many referring to these fonts as Old Style.
Glennos’s existing brand assets were incredibly valuable - their iconic civil construction logo and the colour red. The logo had significant goodwill and so the decision was made to maintain it - using it as a starting point for the development of the surrounding brand. The box device that surrounds the brand name was used to develop a pattern reminiscent of the tracks left by their machinery.
The track pattern came to represent the organisation and meticulous approach to civil construction that Glennos has become synonymous with in over 60 years of operation. Next, we balanced the eye-catching red with generous amounts of white space to create a premium, minimal aesthetic for the brand. The core of the strategic messaging we developed for Glennos was a new tagline, Civil Construction Done Right, which speaks to their show-don’t-tell attitude toward civil construction and their relentless commitment to delivering quality.
Of the few existing pieces of brand collateral that Glennos had, were business cards and a letterhead. The classic corporate stationery items were printed with a raised grid device on a textured parchment-style stock.
The photographic style we developed for the Glennos Construction branding communicates the gritty nature of the civil construction industry and was formed based on an extensive library of film photos found in the head office. For newly captured content, we replicated the gritty, industrial textures found in the historic photos.
All of this was captured in a comprehensive creative strategy that was then rolled out across a full-suite of marketing assets including:
Website: web design, copywriting, photography, video, development
Brochureware: design, copywriting, photography, print management
Corporate stationery: design, print management
Vehicle & Office signage: design, artwork, signwriter management
Corporate Video: creative direction, script writing, storyboard, project management
Photography: creative direction, project management