Developing a strategic brand positioning
Speedy is a leading service provider offering equipment for both hire and sale to the construction, infrastructure, industrial and related sectors. Our brief from Speedy was to help communicate the Company’s transition from a national hire company to a support services business, with the brief including the design and delivery of all their corporate reporting requirements – annual, corporate responsibility and sustainability.
Speedy is an iconic brand and our initial brief was to update their corporate identity following their new positioning. As well as refining their logo marque we developed a graphic language and typographic system based on their bold directional arrow and distinctive colour palette.
With the transition into an international services business, the challenge was to focus on the key strategic priorities and communicate these in an effective way. We restructured the annual report to meet with best practice guidelines and enhanced the communication by introducing a strategic theme and message platform to endorse the new branding.
Redeveloping Speedy’s web presence was a key factor in launching the new brand positioning. This began by defining the different user journeys for customers and investors who were clearly directed to their defined locations. The corporate visitors are provided with a clear articulation of the company’s vision, values and strategy while being able to access investor tools and communications with ease.