The pre-eminent general contractor in New Zealand and the South Pacific.
It was nine years since Fletcher Construction took a robust look at its brand. Research revealed consistently positive perceptions of Fletcher Construction in New Zealand going back many years but the brand didn't reflect this pre-eminent position.
From new brand storytelling 'Pride of Place' emerged as
the brand positioning statement and a realistic lion image was adopted to support this thinking. The strong equity
in the Fletcher name and the colour red was used to create
a confident brand identity that matched the personality of the business. A new website led the brand roll out across all communications.
“Everyone in the organisation can leverage off a strong brand that is our own and not simply a hangover from the previous corporate parents. So people can relate to it and it becomes harder for competitors to occupy Fletcher Construction’s hard won territory.”
Peter Cowey, Communications Executive, Fletcher Construction.
Fletcher Construction's Site Safety Installation won the highly coveted Purple Pin at the Best Awards 2010 for the Best of the Best Graphic Design.
Fletcher Construction also won a Silver Award in Large Scale Identity in the 2011 Best Design Awards.