As Swinerton embarked on its “March to 2030,” the brand needed an overhaul to honor its 125-year legacy while adapting to a shifting business landscape and growth goals.
In addition, Swinerton was realizing fragmentation within the organization as new business offerings and regional management created silos, stretching the leadership team’s ability to manage the brand effectively and inspire all employees to “live the brand.”
Idea Hall deployed a comprehensive phased program beginning with qualitative research among Swinerton executives, current and potential clients, employees and consumers. The findings revealed brand gap issues and opportunities that Idea Hall used to shape the final brand position, “Swinerton – pride of ownership, peace of mind,” a motto that stimulated internal pride of an employee-owned company and how Swinerton delivered on what clients value most – peace of mind. The brand was also refined with a logo update, a formal brand hierarchy system to manage future business developments, a new look & feel that gave Swinerton an ownable visual brand in the marketplace, a brand launch video and an employee training to help the organization rally around the new brand and leverage its full potential.
The work unified and drove value in the Swinerton brand through national adoption, created a shareholder mindset shift to understand that the Swinerton brand has tangible, monetary value and it would be managed as an asset. And ultimately, Swinerton experienced continued company growth supported by the unified brand.
