Fast track to better branding

The challenge

Carnell has successfully provided maintenance and support services for the UK’s highways network since 1992, when they began their business as a contracting company, working for service providers to The Highways Agency, The Welsh Assembly and The Scottish Executive. Today Carnell is over 200 people, with expertise and experience in four specialist service areas.

In recent years, the management team became aware that their business had changed over time, yet their identity was the same – and really not an accurate reflection of where they were and where they were going. They recognised the need to define exactly what they do and how they do it. They wanted everyone within Carnell to understand and believe in the company and its future – which would in turn help to build a consistent, clear and concise brand to the outside world. They asked Base One to help them through this process and develop a clearly defined brand strategy and the accompanying identity. And following on from this brand work, Base One designed and built the new Carnell website.

The solution

Base One’s approach followed the phases below:

Insight Phase

This was the investigative stage where we ran a workshop with the management team. It consisted of a series of individual and group exercises covering the ambitions for the business, the culture, the audiences, the services, and the competitive landscape.  From this information (and further research) we developed the brand strategy describing the purpose, positioning, principles and promise of the company. We also described what it felt like to interact with the Carnell Brand, as well as how we wanted people to see Carnell.

Idea Phase

From the agreed brand strategy, we developed the brand idea, which was the core idea behind the visual identity. At this stage we developed a new logo, colours, typography, image style and tone of voice. All based on the brand positioning of ‘specialist’ and the idea of ‘strong yet flexible’. The resulting Carnell logo has a simple, strong and mature feel with the two stripes representing the road, taken from the double ‘l’ in Carnell.

Implementation Phase

In this stage, we designed stationery, signage, vehicle livery, literature, and a full suite of branded items. And, very importantly, a new website was developed, designed around the requirements of the audience groups and a clear objective to inform and ‘cross sell’ different Carnell services to customers.

The internal launch was on July 3 introducing the new positioning and identity to everyone within Carnell whether they were on the road or in the office. We created a brand booklet and branded items useful to the working day that also reinforced the brand values– so those on the road received branded safety equipment, flasks and water bottles. Those in the office received branded desk items.

The customer launch was centred round a golf day, a few days later. We ‘took over’ the course with branded flags on every green, colour coded golf balls that reflected the 4 divisions, and stunning golfing umbrellas. 

Both the internal and external audiences were directed to the newly launched website, carnellgroup.co.uk – where the new brand identity and messaging could be seen in action.

The results

Both internally and externally the brand has been fully understood and fantastically well received.  The senior management team have completely embraced the new positioning and, although at the core of Carnell nothing has changed, they are noticeably stronger with their brand new look and feel.