Fletcher Building came to us with an exciting challenge - to build them a brand from scratch for their Group Technology division. They had two clear objectives: firstly, to overcome perceptions within the Fletcher Group that they were just the "IT helpdesk”. Secondly, to position them in market as one of the largest IT shops in Australasia.
We ran quantitative and qualitative customer research to uncover the current perceptions of Fletcher Building and Group Technology. From here we ran workshops with the team to land our Value Proposition. We learned that the Group Technology team of 300 not only keep 34+ Fletcher sub brands and 500+ applications live and running, they also act as business strategists, implementing innovative technologies that keep the brands at the forefront of the AUNZ building industry.
We landed on a new brand name - FletcherTech - and clear positioning line, "Your Future Advantage”. Our brand design system symbolised the connected advantage of working together across multiple businesses.
From here, we created a full suite of assets for launch across our various audiences (internally to the wider Fletcher Group and externally as a recruitment drive). This included building a website based on our key audience groups, and digitising the induction process for new starters, as well as managing the large stakeholder process through master brand.
