Understanding our client’s business
We began with quantitative and qualitative 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.
Creating a brand identity
These strategic discoveries informed our creative process. We created a new brand name - FletcherTech - and clear positioning line, "Your Future Advantage”. Our brand design system symbolises the connected advantage of working together across multiple businesses. From here, we managed a large stakeholder engagement and approval process, and mapped out a full suite of assets for launch.
Elevating our value proposition into a powerful digital presence
We ran workshops with our key audience groups to understand their needs and behaviours, and translated that into a new design and platform to connect with our various audiences – both internally to the wider Fletcher Group, and externally as a recruitment drive.
Rethinking new staff induction
It was important to live and breathe the Future Advantage across all FletcherTech's brand experience touch points – right from a staff member’s first day on the job. We digitised the induction process for new starters with a highly engaging branded experience.
