Built to last.
Verhelst has been a household name in the construction sector for years. For four generations, Verhelst Group has been one of the largest construction companies in Flanders. With more than 15 businesses, each with its own specific approach and its own market, customers and services, the group serves a range of clients in every possible sector, from public-sector contracts and motorway building and repairs to insulation and tiling for you and me. However, this wide range of services had also resulted in a multitude of brands, brand claims and colours. Verhelst Group was fragmented into a dozen visual identities, making it impossible to take full advantage of the group’s inherent strength. Verhelst Group was much bigger in reality than it was letting on.
Brand claim? Check.
Together with the management of Verhelst Group, Skinn set about mapping all the brands. We designed a new brand architecture that would make the group visible in all its glory to the outside world, and so too to all its various stakeholders.
To make this possible, a strong brand claim was devised. The letter V became the signature for the entire Verhelst Group – a reference to the internationally known symbol of the tick or check mark. The claim refers to all the steps in the construction process that can be performed by the group. We also set to work on the range of brand claims. On the basis that ‘less is more’, we restored simplicity to the group’s overall identity: all existing colours were replaced by red, which is now the group’s colour, and the brand was first completely stripped down, then redone on the basis of a single central brand story.
This renewed, refined and impactful visual identity was translated into numerous forms of communication. From leaflets and flyers via work clothes and banners on worksite fencing to all the group’s vehicles, the 'V' is now everywhere. In this way, the brand finally really came to life. This was a wide-ranging and challenging assignment that opened a completely new chapter for the brand, the business and the entire workforce. The Verhelst Group acquired a brand system that can be used on all materials, both online and offline. The approach also ensures that the brand can be monitored more closely, and the different elements reinforce each other and the group as a whole. Nobody understands better than Verhelst Group the necessity and importance of consistent application of the brand, which is why Skinn is also involved in every step in the brand’s ongoing development.
Verhelst Group is more visible today than ever before: the different companies in the group add to one another’s strength, and the new recognisability and visibility have also increased trust in the group. The ‘V’ of Verhelst is visible on streets throughout Flanders today, to the daily benefit of every entity in the group. Today everyone can see what Verhelst Group really is: a large, stable player in the construction sector. This is therefore one of the most impactful rebrandings to have been carried out in the construction sector in years. One that has done the group no harm: quite the reverse, in fact.