Rebranding Hanson to Heidelberg Materials for the UK market
As part of the global rebrand from Heidelberg Cement Group to the new Heidelberg Materials, we led the brand transformation in this country whereby Hanson UK became Heidelberg Materials UK. Such a huge company-wide strategic shift needed carefully communicating firstly internally, and then externally, to welcome everyone to the future.
Support through strategic change
Hanson UK placed their trust in our brand expertise – knowing that having worked with them for over a decade we understood the complex and specific needs of their business. We worked on all areas of the brand change ensuring that the new identity, with its two distinct design fields, and all communications reflected the business strategy, so that now, Heidelberg UK is fit for the future.
Introducing a new, powerful global brand
We developed a strong proposition ‘New name, same excellence’ which reassured customers during the transition, making it clear that Hanson’s high-quality products and services remained unchanged. This message was reinforced in a campaign which ran across both print and digital platforms.
Careful change management ensured a seamless transition, that both internal teams and customers could confidently navigate.
Introducing a new, powerful global brand
A fresh, new, modern identity means that now, no matter where in the world people interact with Heidelberg Materials, they will see one brand, speaking with one voice.
So we developed assets and comms to engage the vital internal audience first, so they understood what it would mean for them, what it stands for, and how they are critical to its success.
We also updated a multitude of marketing communications and packaging so that the new brand was consistently represented across all touchpoints.
Behind the brand
We systematically transformed all the UK core assets, from icons, to illustrations, and a library of new Heidelberg photography, all shot on site in the UK featuring real Heidelberg people.
We also updated a multitude of marketing communications and packaging so that the new brand was consistently represented across all touchpoints.
Thanks to everyone at Michon for all your work on this – truly incredible effort.
Communications Director Heidelberg Materials UK
