Rebranding to deliver a sustainable future.
“We need a new website”
Brunel thought they needed a new website, which of course they did. But let’s just say that their logo was, er, interesting.
Additionally, their name, Brunel Recycling Limited, was causing a great deal of confusion amongst the public, often mistaking them for a recycling centre. When, in fact, Brunel recycle construction and demolition waste into aggregates, ready-mix concrete and biomass fuel.
What’s more, the business has grown into many other areas of operation, so the name was not only misleading, but out of date with their offering. This problem needed to be resolved, and so this was addressed as part of the rebranding exercise.
With a long-established reputation it would be inappropriate for a complete name change, so simply shortening the name to Brunel was a no-brainer, which made complete sense to everyone. The new name is short, sweet, and most importantly, retains continuity for their loyal customer base.
And, before any further thought of plans for their new website could be considered their brand really needed some love.
A simple positioning exercise followed research and analysis to determine a brief for the project:
A brand that clearly communicates Brunel’s commitment to the environment with a visual identity that is bold, versatile, and consistent. An identity that positions Brunel well alongside its construction industry customers, and gives the brand well-earned stand out from its competitors. Most of all, a visual identity that’s as solid and dependable as this proud family business has proven itself to be.