The role of the Construction Training Fund (CTF) is to develop the skills of the construction industry workforce and to enhance the reputation of the industry as a whole in Western Australia.
Ahead of some major milestones (moving headquarters and opening a learning facility), CTF engaged us to review their current branding, with a view to helping it reflect their new future and overcome various brand challenges along the way. Our extensive process included internal and external stakeholder research, brand strategy development, name development and brand identity design.
The result was a new brand architecture strategy that would create clarity and impact for communicating to diverse audience segments. We developed the Construction Futures sub-brand as the campaign platform for promoting careers in the construction industry and engaging high-school students.