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BRANDING NEWS: Balfour Beatty creates new brand

Balfour Beatty has worked with the Workroom to create a standalone brand within the Group’s Support Services division.

Balfour Beatty Living Places (BBLP) was created to focus exclusively on the local authority business sector. While the separation from Balfour Beatty was identified last year the branding exercise is designed to position it as a lead player in the market.

The Workroom defined the new brand’s position by conducting internal workshops and external interviews. The tag line ‘Inspiring Change’ was created to encapsulate the brand’s vision, values, essence and promise.

To support the new brand the Workroom has created a visual concept to capture the idea of ‘lifelines’ designed to represent what BBLP stands for. The ‘Transformation tree’ is the primary illustration using the ‘lifelines’.

Terry Woodhouse, managing director at Balfour Beatty Living Places said, “In considering our new brand positioning we wanted to invest time and thought into clearly defining what we stand for and the process has allowed us to articulate our vision, our values and our promise to our customers and wider community, as well as our own people. It is the best possible starting point from which to achieve our goals and grow our business.”