McKeon Group have several divisions of construction services targeted at the semi-state, education and technology markets. One of their most successful divisions was their technology division. This division specialised in conference rooms, remote access and high end AV systems for presentation, way finding and intelligent information boards. Nevertheless, feedback from their client base indicated that the technology division should be more differentiated from the main construction group as this would help to enhance their specialisation, expertise and unique process delivery.
Idea won a competitive tender to re-position this division with a new name, brand identity, messaging and tone of voice and to roll this out to corporate communications, livery, website and online presence. We developed the name Hereworks as it was unique in the market, spoke about delivery of technology that works and was location specific. In addition, this was a name that was much more aligned to their tech clients and promoted them as a technology firm as opposed to a division of a construction company. The tagline ‘Technology that Inspires’ was adopted along with a vibrant and modern brand design and infographic based visual language which was utilised on web, display and literature. Livery was developed for their fleet of service vehicles along with merchandise and clothing kit for their technology teams and a dynamic mood-based video was created for a grand launch to the industry in a trend-leading city centre venue in Dublin. Aligned with this a full marketing and digital strategy was developed and tested before launching. This included a comprehensive technical blog programme, digital advertising at airports and online engagement advertising.