Fletcher Construction

The pre-eminent general contractor in New Zealand and the South Pacific.

It was nine years since Fletcher Construction took a robust look at its brand. Research revealed consistently positive perceptions of Fletcher Construction in New Zealand going back many years but the brand didn't reflect this pre-eminent position.

From new brand storytelling 'Pride of Place' emerged as
the brand positioning statement and a realistic lion image adopted to support this thinking. The strong equity
in the Fletcher name and the colour red was used to create
a confident brand identity that matched the personality of the business. A new website led the brand roll out across all communications.

“Everyone in the organisation can leverage off a strong brand that is our own and not simply a hangover from the previous corporate parents. So people can relate to it and it becomes harder for competitors to occupy Fletcher Construction’s hard won territory.”

Peter Cowey, Communications Executive, Fletcher Construction.

The Fletcher Construction Brand Identity was a finalist in the Large Scale Identity Category.