‘Freedom to Perform’ transforms business

Balfour Beatty Group tasked Haden Building Management’s CEO to grow the business as quickly as possible. Achieving this meant repositioning the business upstream to become a strategic Total Facilities Management Services company.

New name. Transformed opportunities.

We articulated the vision, purpose and a set of meaningful values for the newly-named Balfour Beatty WorkPlace, encapsulated as ‘Freedom to Perform’. This informed a distinctive and highly visual identity. Although aligned with BB Group guidelines it expresses much more about this company’s own personality, and depth and breadth of services. It’s built on a flexible creative toolkit comprised of over 650 bespoke silhouette illustrations, known as the ‘silhouette soup’. This is a seismic shift in the dry, featureless marketplace of facilities management.

We work. You excel.

The essence of ‘Freedom to Perform’ was also used as a motivating external-facing strapline ‘We work. You excel’. This sparked an aspirational tone of voice and headline-based communications style. When conveyed through a suite of highly visual and well written marketing tools, this expressive and stand out presentation of the business significantly improved the bid team tender conversion rate from 25% to 50%.

Wise investment. Incredible returns.

Putting the brand at the heart of the business reaped tangible and profitable returns – including a 41% increase in revenues in the first year and an impressive 116% rise in graduate applications. Balfour Beatty Group eventually sold Balfour Beatty WorkPlace to GDF Suez. By that time it had 9,000 employees, an operating profit of £21m and major contracts with HM Revenue & Customs and the Department for Work and Pensions.

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 Workroom has played in this success.
Paul Milner, Business Development Director, Balfour Beatty WorkPlace

Balfour Beatty WorkPlace




Construction & Property


Brand Strategy
Internal comms
Visual Identity

  • 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

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