This week’s Fresh from the Field features an identity for Naylor Love by Strategy Creative.
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Naylor Love came to Strategy Creative looking to lift the company’s profile — to modernise the brand to stay relevant in the market today and in years to come. Having been in construction for more than 100 years, Naylor Love is a strong brand built on solid foundations and values. In other words: it knows what it’s doing and there are very good reasons for the company’s longevity. Our job was to build on this brand equity and not detract from it.
Our process began by surveying 150 staff, executive team members, and clients to get a true understanding of what was needed. With the brand having strong equity and presence in the marketplace, we decided an evolution was best, not a revolution.
Before even taking on Naylor Love as a client, Senior Designer Eddy Davies had dreamed of reworking the company’s identity, so he had a few ideas in mind from the get go. Following an extensive client consultation and research period, it was agreed that the original logo mark had a lot potential but looked busy and dated. Eddy simplified it, sharpened it up, and made it bolder. From there, we elevated the use of a fresher teal colour Naylor Love is strongly associated with.
With offices across six regions, consistency across the brand is key. To standardise everything, we developed a thorough 150 page guidelines document. The roll out — which included stationery, building and site signage, advertising, tender documents and vehicle graphics — certainly kept us busy here in the studio but we’re so pleased to have helped revive one the industry’s most trusted brands.