Master Builders SA
Building a strong market position
The Opportunity
Master Builders SA is one of the longest serving employer associations in South Australia.
Established in 1884, the Association represents and supports the entire construction industry, from the project partners through to the residential and commercial builders, civil contractors, trades and sub-contractors.
One of the key focus areas of the new strategic plan is to maintain and grow the membership. A key component in this effort is ensuring their brand and positioning is truly inclusive of all members.
Our Approach
We were engaged by Master Builders SA to review the current brand, starting with a workshop involving key representatives from the membership base and the Master Builders SA team.
This was followed by sessions with a strategic working group, made up of key members from Master Builders SA’s Council.
The positioning, Built on Strength, is reflective of the strong relationships Master Builders SA build and foster; the strength of the long and proud history; the strong voice in policy and advocacy; and the strength provided to the industry and in turn the industry provides to South Australia.
As part of the project, we delivered:
- A brand strategy which encapsulates the Master Builders SA brand positioning, including a tagline.
- Comprehensive brand style guide including a new secondary colour palette and dynamic brand elements.
- Communications framework including key messaging and launch program recommendations.
- Brand video which launched the new positioning to more than 1,400 industry representatives at the Building Excellence Awards.
- Key design assets including brochure templates, signage, stationery and a PowerPoint template.
The Outcome
The new look and feel is slowly being introduced. Here’s what Marissa Hankinson, Chief Operating Officer, had to say about partnering with communikate et al.
“It has been great working with the team at communikate et al, they use a different thought process and approach that brings all stakeholders on the journey and gets you thinking about the bigger picture.
As a membership body we need to make sure we are serving the interests of our membership and the wider community that we support. We now have a positioning for Master Builders SA that is reflective and representative of our entire membership base and an updated logo and collateral that is cohesive. l would highly recommend communikate et al to any business considering a brand refresh”.