Frost Design Unveils New Look For John Holland

Frost Design Unveils New Look For John Holland
SHARE
THIS



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.

John Holland logo

 

“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.”

CREDITS

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

 

Please login with linkedin to comment

Frost design John Holland

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]