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.
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 as shown below.
Once this decision was embraced a new global brand identity program was developed and implemented.
ORIGINAL HOUSE OF BRANDS
NEW BRANDED HOUSE MODEL
NEW GLOBAL CORPORATE IDENTITY
THE CONNECTED COMPANIES OF KELLER BRAND LAUNCH VIDEO
Click the play button to view video.
KELLER’S 2019 GLOBAL BUSINESS DEVELOPMENT VIDEO
The new video showcases Keller’s global reach and expertise and reinforces their position as the world leader in geotechnical solutions.
A dedicated firm helping create the infrastructure that improves the world's communities
SHARPENED AND UNIFIED ADVERTISING MESSAGE
As a unified group of companies, Keller could now offer any combination of geotechnical construction services to clients under one contract, This reduced client risk and gave them a single point of contact to consult with for the duration of the project.
The new brand positioning enabled more effective cross selling of services
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