‘Freedom to Perform’ transforms business


Balfour Beatty


Balfour Beatty WorkPlace branding


Professional Services


Brand Strategy

  • DBA Design Effectiveness Awards

    Gold: Best Corporate/Brand Identity

  • Transform Awards

    Gold: Best Rebrand
    Gold: Best use of Copy/Tone of Voice Bronze: Best Creative Strategy

  • Best Business Awards

    Best Strategic Design/Creative

  • 41%

    Increase in revenue in first year

  • 25% to 50%

    Tender conversion rate doubles

  • 116%

    Rise in graduate applications

  • Design investment recouped within 4 months

In 2008 Balfour Beatty Group decided that Haden Building Management (part of BB Group since 1986) was too small scale a business at only £411m and tasked Haden’s CEO Kevin Craven, to grow the business as quickly as possible – to £1bn within 5 years. To achieve this would require repositioning the business upstream, as a strategic partner of Total Facilities Management Services, building on its then reputation as a technical services provider.

New name. Transformed opportunities.

To provide the best platform for growth, we articulated a new vision, developed meaningful values and built a new positioning as well as a new name for the business – Balfour Beatty WorkPlace. This was followed by the design of a distinctive brand identity, one that while aligned with the BB Group, would clearly reflect its own special personality and breadth of services as well as creating a stir in a conservative, dry marketplace.

We work. You excel.

Through research and internal workshops we defined the key driver for the business as ‘Freedom to Perform’, which was expressed externally as strapline (and promise); ‘We work. You excel.’ This confident and aspirational tone of voice now sets the style for all communications, as well as being used by the business itself to develop organisational changes to limit bureaucracy and give ownership of responsibility.

To capture BBW’s full range of FM services, we developed a flexible and beautiful brand toolkit including over 650 bespoke silhouette illustrations.

Wise investment. Incredible returns.

Putting brand at the heart of their business has reaped tangible and profitable returns for BBW – including 41% increase in revenues in the first year, transforming the tender conversion rates from 25% to 50% and an impressive 116% rise in graduate applications.

Balfour Beatty WorPlace
Balfour Beatty WorPlace2

We’re thrilled with our new brand and it’s no exaggeration to say that it has re-invigorated our business. We now have a unique positioning that really resonates with our people and our clients. Our business is growing faster than ever and it’s abundantly clear the part that our new brand, and the Workroom, has played in this success.

Paul Milner
Business Development Director, Balfour Beatty WorkPlace

28 Waterside, 44–48 Wharf Road, London N1 7UX    |   +44 (0) 20 7608 0840    |   sayhello@workroom.co.uk

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