UI / Branding
Realizing visions
Brief
How might Interoc create a sharp communication strategy in order to increase brand awareness and strengthen their position on the market?
Commissioner
Interoc –
construction specialists
Duration
5 weeks
My role
Research, Workshop facilitator, Ideation, UI
Team
Process
Research
We started by doing general research on the construction industry to understand how it works but also how it looks, purely visually, in the communication.
We arranged a workshop together with Interoc's management to get to know them and create a better understanding of the company. The focus was then on customers and competitors to see in which direction the industry is developing. We looked at competitors' communication and common factors, we also conducted telephone interviews and sent out a survey to existing customers as well as dream customers to find common values and gain insights. Using these insights and a repositioning, we formed a strategy to produce deliverables and their content.
"The entire industry needs to be better at transparency and honesty."
Key insights
The construction companies' customers wants to focus on openness, transparency and responsibility throughout the work process.
Construction companies are expected to keep up with the digital development.
The end-customer perspective is important to take into account.
Solution
Our solution was to reposition Interoc and develop a completely new communication strategy to better meet current and potential customers and their needs. Improving internal communication and developing a clear strategy for Interoc's communication outwards is a step in the right direction to become the obvious choice of the construction group.
The solution includes a new branding platform, communication platform, marketing plan and graphic manual which sets the framework for Interoc's brand and communication.
WHAT YOU GET IS WHAT YOU READ
An insight and research driven person, who prototypes her steps on the target group to challenge the confirmation bias.
FIND ME