THE CHALLENGE
Keller had grown in North America and around the world by strategically acquiring best-of-breed and complementary geotechnical service providers.
As a result, the organization had a siloed and fragmented brand architecture that made it difficult to communicate the broad capabilities of the firm and they weren’t winning the type of work they wanted to win as a result.
THE APPROACH
After an extensive review of the individual brands in the group, it became clear that in order to position successfully for future growth, Keller had to move away from its House of Brands model and instead, embrace a Branded House model were each business unit retained its name, but shared a common visual brand identity with the other companies in the group.
Once this decision was embraced, a new global brand identity program was developed and implemented first in North America, then subsequently, Worldwide. As a unified group of companies, Keller could now offer any combination of geotechnical construction services to clients under a single contract. This reduced client risk and gave them a single point of contact to consult with for the duration of any project.
The Connected Companies of Keller video was created to tell this story and showcase Keller’s unified global reach and expertise, as well as reinforce their position as the world leader in geotechnical solutions—a dedicated firm helping create the infrastructure that improves the world’s communities. A global business development video was then added to the communication portfolio and translated into multiple languages.
In January 2020 Keller further streamlined its offering by unifying all of its operating brands under the Keller name and brand. The Keller One Company 2020 video was created to communicate this important strategic progression to employees, clients and the wider construction and engineering sector.
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