A fragmented construction group
reunited in one strong brand.

Challenge

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.

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.

Brand strategy

During the strategic preliminary phase, all brands were mapped and a new brand architecture was drawn that would make the group visible in all its glory to the outside world, and so too to all its various stakeholders.

Symbol

The letter V became the signature for the entire Verhelst Group – a reference to the internationally known symbol of the tick or check mark.

Brand identity

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

Brand experience

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.

All elements reinforce each other and the group as a whole. Verhelst Group is more visible than ever before.

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.

Nobody understands better than Verhelst Group the necessity and importance of consistent application of their new brand identity, which is why Skinn is also involved in every step in the brand’s ongoing development.