Built to last.
Over the span of four generations, Verhelst Group has grown to be one of the biggest construction and contracting players in Flanders. Consisting of over 15 companies, each specialised in a specific building service (from governmental contracting and motorway asphalting to insulation and tiling for the B2C market), the client began to realise the importance of branding. We prepared a workshop for a debate about their then diffuse visual brand. After a convincing presentation, we got the green light for a total rebrand.
The letter ‘V’ from Verhelst Group, which is also an international symbol for ‘check’, was our conceptual starting point. It symbolises the check for every phase of a building process that can be covered by the company group. We made the brand even stronger by eliminating all existing colours in the different companies and made red the brand claim. The need to state the brand activation on trucks, machines, construction yards, workers’ uniforms, etc. was a big job, but we enjoyed doing it.
Guarding the brand.
Branding is an ongoing process. It is necessary to keep one’s brand pointed in the right direction if there are new extensions, whether that is the photography and design of an architectural brochure or a new yard container. Verhelst Group is aware of that importance and involves us in every single step to make their brand bigger and better. After all, dialogue is constructive.