Colas, complex rebranding

Client: Colas UK

The Project: Colas UK specialised in delivering road infrastructure. In late 2017, they updated their remit, integrating the strength, skills and experience of their international parent company into their operations.

I lead the team that won the pitch for this project, pitching to the ‘C’ level board. We were appointed to deliver a brand solution for launch at a forthcoming event. The global Colas identity, a yellow ‘diamond’ would represent the UK corporate brand, whilst the ‘shark fin’ identity would be moved to product sub-brands for existing divisions. This presented a challenge – two identities with the wordmark “Colas” in the market concurrently. Focussing on the new identity, we developed a brand model, brand relationship model, sub-branding system and messaging matrix, to inform all elements required for the launch. This included producing interim guidelines, literature, event collateral and two videos. The event was a great success, and the full brand transition and activation quickly followed the launch.

What the client said: “The team did a fantastic job of successfully delivering a complete re-brand and launch for Colas UK in the shortest time. From the very beginning you totally understood our needs, budget and deadlines and were able to deliver a brand message and brand launch that totally reflected our values and ethos on time and in budget.”
Lee Rushbrooke, CEO of Colas