ONETEAM Constructs A Riveting New Brand
Posted in Work — Feb 18, 2015
The Blue Book Building and Construction Network is the largest network in the multi-billion dollar commercial construction industry. Their new digital product, ONETEAM.build, streamlines the construction bidding process with a simple, yet potentially revolutionary tool that minimizes the endless back and forth of the bidding process. The promise: to connect these parties as ONETEAM, on the same page.
The strategic approach suggested a new brand and visual language to differentiate ONETEAM from Blue Book’s other offerings and establish its position in the marketplace. The identity subtly taps into the childhood nostalgia of construction. A playful, stylized hardhat logo and brand color scheme evoke memories (especially among the intended audience) of playing in the dirt and sand with toy trucks, and the wonder of giant machines. A distinctive imagery style tells the story of this new technology product while using a duotone, almost vintage style that hearkens back to the industry’s roots and puts a human face on the name.
A brand microsite serves as a warm company introduction, succinctly delivering the core benefits of the new tool, then connecting qualified prospects with ONETEAM experts for a personalized demonstration to get their project started. A parallax scrolling effect coded into the site allows two stories to develop on the homepage - the features of the product and how those features improve the process of bid management.
Print materials extend the digital presence into offline, telling a more detailed level of the product story using a folding experience as engaging in paper form as parallax scrolling was in pixels. Beginning at a standard brochure size, the story literally unfolds, sharing progressively more information about ONETEAM until eventually revealing a large poster fit for office display.
Through strategy, design, technology, and even content and copy, these new brand assets are poised to help ONETEAM cement a powerful position in the construction industry.