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
A fresh, new, modern identity means that now, no matter where in the world people interact with Heidelberg Materials UK, they will see one brand, speaking with one voice.
But it was vital that those within the business engaged with the new brand first and understood what it would mean for them, what it stands for, and how they are critical to its success.
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.
Launching the new brand to the core UK audiences
Whilst the brand was changing, Hanson’s core offering stayed the same. Print and digital advertising reassured existing customers that they could still expect the same excellence from their products and services, while introducing the new brand.
To ensure the message was clear, we worked with the marcomms team to create an extensive rebrand campaign, tailored to different audiences for maximum engagement.
To find out more about Hanson’s journey to rebrand as Heidelberg Materials UK, visit: heidelbergmaterials.co.uk/rebrand
Thanks to everyone at Michon for all your work on this – truly incredible effort.
Communications Director Heidelberg Materials UK
