Problem
Established as a construction company in 1979, The Eric Wright Group has grown into a multi-divisional business that makes a positive difference to people’s lives, connects communities and improves the places where they live and work.
A brand that’s become quite fragmented as it’s grown – We see this problem quite a lot with brands that have been around for decades. They often start out as companies with a single focus, then, as time goes by, they add in new products or services. The Eric Wright Group is a perfect example of this, where the existing positioning, narrative and brand assets are no longer aligned and do not reflect the growth of the business.
Solution
The Eric Wright Group put people at the heart of everything they do, whether that’s within the group, the partners they collaborate with, or in the communities that they work. This became the main thread for the brand narrative, and the ‘together’ theme underpinned everything.
Eric created the original brand symbol, so we refined its proportions to keep its equity, and gave it more impact by creating 3D versions. We then built a modern brand around it, with new typography, a refreshed palette of colours and introduced people focused photography.
The new brand has the desired impact and visibility. It’s also fitting for a business with such an interesting story to tell.
