A joint venture’s corporate identity is the visual expression of who they are, what they do and how they do it.
When Ferrovial and Laing O’Rourke decided to work together on the Northern Line Extension tender they needed an identity to bring everything together: one voice from two companies. Brought in to help with both the tender diagrams and project branding we created a bold identity that did just that. After winning both work on the NLE and Thames Tideway projects they found that they needed more than just a bid brand; they needed a full set of guidelines.
Working with FLO we put together two sets of branding guidelines. One document took a more traditional form, delving into the personality of the brand; a version meant for the marketing, design, and executive teams. The second document is a more unique take on branding guidelines, a mini guide for each member of staff. As part of creating the brand guidelines we also went on to create all of the related materials including letterhead, business cards, email signatures and report templates. Read our blog about this project here.
The FLO branding pocket guide is a great tool for our JV employees. We find it challenging to pass on the “do’s and don’ts” when it comes to branding, as the project keeps growing in numbers, so the guideline is definitely a handy book to go to. Thanks TDL for adapting well to the number of requests and changes during the creation process. Always in such good spirits! It is great working with you.
Mabel Garcia Aranda
Stakeholder Communications Manager at Ferrovial Agroman