An established name in PPP
What we did
Storytelling workshops
New logo and brand identity
Brand book
Branded collateral
New website – content, design, development and hosting
Brand launch and repositioning video
Integrated launch package
Market engagement strategy
Tags
Date Spring 2022
BAM PPP formed in 2005 under the ownership of the Royal BAM Group, and is a market leading infrastructure investor. Operating principally in the European Public Private Partnerships (PPPs) market, BAM has significantly invested in the Netherlands, UK, Germany, Ireland, and Belgium.
The problem
2021 saw a change in the company’s ownership structure. Pension fund manager and global investor PGGM took a 50% stake in the business, allowing the company to function for the first time as an independent and autonomous infrastructure developer.
A new growth agenda saw the business targeting markets and opportunities beyond the historic restrictions of PPPs, and a new name and identity were desired to reflect this change of strategy.
The solution
Following a competitive pitch, Berkeley Communications was brought in to deliver the rebrand, principally focusing on a new name and identity, then the website and launch package.
We hosted a series of storytelling workshops to establish a new narrative for the brand. Exploring the history of the company, and examining the path it was now on, led to the tagline: Investors and experts in sustainable infrastructure, and ultimately culminated in the generation of a new name, Invesis.
The Berkeley design team took the Invesis moniker and set to work developing a logotype which reflected the new nature and personality of the business. Brand values were echoed in the choice of colours, with deep blues reflecting corporate strength and vibrant purples adding a dynamic component. A modified san-serif typeface provided a modernistic underpinning to the name, while the arch symbolised partnerships – reflecting back the Invesis ethos of being there from the beginning of a project, right through to completion.
In tandem with the development of the Invesis logotype, our teams worked to strenghten the visual and written language of the new brand. Our design team defined the mark placement, colour, photographic and typographic rules, while our content team outlined the Invesis story, messaging pillars and tone of voice. These were combined into a comprehensive brand book.
The next stage was the website. Following an all-hands workshop, and using the brand book as a guide, the Berkeley team established the project scope, then began the design and content generation of the new site.
Reflecting the key brand message, the team conceived a ‘people and projects’ directed website that delivered focused content and clear calls to action. The site included multilingual functionality at CMS level to improve user experience across a range of key territories and markets.
Finally we launched the new brand with a go-to-market strategy that pushed Invesis out to select audiences across social and conventional media platforms – gaining traction in key industry titles including Partnership Bulletin, Facilities Management Journal, The Construction Index and P3 Bulletin. Branded collateral was also created to support and promote Invesis at leading trade conferences in the construction calendar.
Vicki Sutherland, Marketing and Communications Manager for Invesis commented: “Berkeley Communications’ work has received generally positive feedback from internal and external stakeholders. The team excels at project management, communication, and efficiency. Their storytelling skills also stand out in their branding work, contributing to the project’s success.”
And post-launch our involvement with Invesis continues, further developing its web presence and supporting its digital communications. We look forward to working together on the opportunities offered by the company’s new direction.
