The Opportunity
Kennett Builders is one of Australia’s oldest family-owned commercial builders delivering projects across commerce and industry, recreation and sport, aged care, education.
While the brand had been refreshed over recent years, Kennett had not touched the logo since the 1980s. It did not reflect the value delivered to their clients, sub-contractors, team and industry beyond the built form. It needed to speak to where the company is heading while acknowledging its heritage.
With increasing competition, a move into the Melbourne market and the transition to fourth-generation leaders in James and Scott Kennett, it was the ideal time to step back and reassess Kennett’s position to set the business up for future growth.
Our Approach
Having worked with Kennett Builders over many years, including the “100 Not Out” centenary celebration and their former website, we were strongly connected to James and Scott’s vision.
Following a brand workshop and website discovery session involving a cross section of Kennett staff and interviews with key clients and referrers, we developed a brand strategy and positioning “Builder of Better” to inform the creative brief for the brand identity and website.
Our scope spanned:
- Website development including copywriting
- Brand strategy including new purpose and values
- Brand development and style guide
- Concept development for all brand assets including corporate stationery, signage, uniforms, collateral, animation and merchandise (rolled out internally)
Watch the brand launch animation here!
The Outcome
The new Kennett brand celebrates its past incorporating EST 1914 in the mark itself, while referencing the stenciling and typography-based logos of its origins. It’s contemporary, bold, meaningful and flexible in its many and varied applications.
Since the brand and website launch in August 2021, Kennett’s profile has gone from strength to strength. The reception from both the Kennett team internally, in particular the next generation of leaders, together with clients, subcontractors and industry, has been overwhelmingly positive.
For us, this statement from James Kennett following the brand presentation captured it all …
“A couple of bullseyes right there – builder of better and the identity. It’s everything I hoped it would do, I just didn’t know how you would do it. It will do exactly what we want – it sets up and will be a 1-2 punch to market.”
