Branding a JV: Strategy & design for capital projects

Client: Ferrovial / BAM Nuttall / Morgan Sindall

Services: Strategy, design, guidelines, internal comms, production, digital

The Project: Three civil engineering giants – Ferrovial, BAM Nutall and Morgan Sindall – formed a Joint Venture (JV) to compete for the massive HS2 rail project in the UK.

Having made the initial contact with this client I lead the team that pitched for the project, once we had won the pitch, lead the teams that would create and implement the brand, website and internal communications for the project.

I worked closely on the creative with the Strategy Director, and helped design a brand for the JV. For this, I helped design and run numerous brand workshops to create brand positioning, values and messaging that would align with HS2. I collaborated with the team to create the brand strategy and gave  extensive creative direction for the brand visual identity – frequently liaising directly with the clients in both London and Birmingham to ensure what we created was done on time for the JV tender.

The Fusion JV won a big chunk of the lucrative HS2 central enabling works contract.

Awards
Transform Awards Europe 2015 – Highly Commended

What the client said: “The team helped us overcome the practical challenges of setting up a joint venture. They ensured we focussed on the positive reactions for collaboration, and developed our behavioural, linguistic and cultural framework that has helped transform three distinct global brands into a powerful JV brand.”
Paul McCracken, Fusion