Frost Design has shown off its comprehensive rebrand of iconic Australian infrastructure and property business John Holland, based around the brand idea of ‘Transforming Lives’.
John Holland CEO Joe Barr said Frost was the only branding business who understood that the impact of the rebrand was just as important internally as it would be externally, and identified that the internal cultural engagement and change was vital to the success of the project.
“We’re responsible for some of the biggest projects in the country and are currently expanding into new markets, such as property development,” he said.
“Frost Design really got to understand our business and collaborated fully with us to create a simple vision with powerful implications that will create a real point of difference for us as a business and a culture.”
The rebrand centres around the proposition that John Holland creates people-centred solutions to complex challenges and opportunities.
“It emphasises the fact we’re good at the hard stuff. It also reinforces our brand idea, by putting people first and making them the focus of what makes us exceptional,” Barr said.
Frost Design strategy director Cat Burgess said the project had a huge sense of ownership from everyone involved.
“We listened to the people who know John Holland best – the staff. For six months, we consulted with over 1,000 staff around the country to find out what they believed the brand should stand for,” she said.
“They are an engaged and passionate group of people who were very keen to be actively involved in the future direction of what they see as ‘their’ company.
“This gave us a strong platform of evidence and information to base the new brand around.”
The new identity retains a clear link to John Holland’s heritage in terms of retaining the name and the iconic red colouring. At the centre of the logo, made from the lettering itself, is a person.
“Putting a person at the very heart of our brand mark shows our focus on people-centred solutions,” Barr said.
“Frost Design worked with us to create a shift that injects more meaning into our identity, while still making us easy to recognise.”
Frost Design carried the human element across to other visual elements, including icons and illustrations that are expressive and unexpected and a photography style that is rich, warm and authentic.
The brand language has also changed to better reflect how John Holland transforms lives.
“For example, previously they would have talked about ‘kilometres of road’. With the rebrand, the language is now around the human benefits of a shorter commute,” Burgess said.
“Brand strategy is a fundamental part of any business, and has a tangible value, underwriting every interaction a company has with its people, customers and stakeholders.”
Barr said: “Our new brand allows us to simply and clearly state our purpose, our values and what makes us different – making it easier for all of us to know what we stand for and why it matters. It will make us more competitive and more focused.”
Agency: Frost Design
Strategy director: Cat Burgess
Strategist: Jeanne Ogilvie
Group creative director: Ant Donovan
Design director: Alex Dalmau
Senior designer: Andy Lawrence
Account director: Rachel Corponi
Production manager: Jason Hughes