Keepmoat

Building a brand to serve neighbourhoods through community regeneration

Scope

Identity, change and strategy Direction planning / Internal Communications / Hearts and Minds / Stories
Building people capability Develop Leaders / Design structures / Align plans / Develop teams / Coach to perform / Campaigns / Events
Growth and winning work Clarity and direction / Sustaining ambition / Innovation / Brand idea / Brand communications

Sector

Construction

Background
Keepmoat was going through a period of strategic change; at the time, it was active in the house construction market, with three operating companies Bramall Construction, Frank Haslam Milan and Haslam Homes -Keepmoat being the ‘holding’ company. 

The Government promoted a commitment to bring all social housing up to 21st century standards, predominately, through public private partnerships (PPP’s). Through PPP’s, Keepmoat pioneered regeneration partnerships by joining forces with the public sector to meet the government’s agenda. 

Brief
In the marketplace, Keepmoat was known mainly through its operating companies. With the change in focus to PPP’s, Keepmoat needed to move away from its operating companies leading the brand positioning, to Keepmoat being the main projection, in order to build an image that reflected the financial stability and confidence of the combined group. 

Solution
We created a brand proposition to position Keepmoat as ‘Leaders in Community Regeneration’. The identity was implemented across the operating group, with application onto vehicles, uniforms, site signage, tenant and contractor information. Their communications strategy has been rationalised through corporate literature, annual report and accounts, website, newsletters and signage, held together through integrated PR activity.