Lafrentz Group
Rebranding of construction industry brand groups
The Lafrentz Group is a well-established company with thirty years of experience, an expert in infrastructure, construction and renewable energy. It offers a full range of services from design, construction and supervision to advanced finishes and renewable energy projects.
Challenge
- Each of the Lafrentz Group’s brands, created at different times, was characterized by a different visual identity and communication style. Despite these differences, the brands have often worked together, creating synergies and implementing complex investment projects.
- The rebranding was intended to unite all these brands under one consistent image that would emphasize their complementary nature and better reflect the Lafrentz Group’s current business and values. It will also address the goals and future plans the group wants to pursue in the coming years.
Solution proposal
- We conducted comprehensive interviews with brand managers and directors, which enabled us to map key needs and expectations for the upcoming image change.
- Facilitation of 2 workshops, which resulted in the development of detailed needs of all departments of the company for the implementation of the new identity.
- Using the perspectives of different customer groups and departments within the organization, we redefined the DNA and communication language of the organization.
- We created two new identity proposals, from which we finally developed one concept. We proposed a very bold, but at the same time consistent with our business needs and goals – that all brands operating within the Lafrentz group should have the same base name, in order to strengthen the group’s recognition and emphasize the synergies within it.
- We created a brand book (brand manual) and selected visual materials.
- In addition to preparing materials, we supported the organization and the company’s marketing department in communicating the rebrand and preparing for its launch. We designed and supported the communication implementation, supported the creation of communication materials. The marketing department, working with the brand book, was able to consult further materials, consult their concerns and plan to work with the new system.
Effects
-
New visual identity
We created a comprehensive brand book on the identity of the entire Lafrentz Group and its individual brands.
-
Branding materials
We prepared business cards, letterheads, presentation templates, building signage, workwear and other necessary materials. All departments can thus regularly and easily use unified resources, which streamlines their work. In addition, corporate and sales presentations were created.
-
Rebranding communication
We conducted a creative mailing to communicate the rebranding and changes to key customers and business partners. The campaign included communication on social media, the corporate website and a creative mailing to key clients. In addition, we took care of internal communication, informing employees of the changes well in advance.
