GHD is a unique employee-owned global professional services company. Established in 1928 with a global workforce of over 11,000, GHD operates across five continents with over 200 offices. Their focus is working with clients in the energy, water, environment, property and transportation sectors to create lasting community benefit.
We began by creating ‘One GHD’ we designed a single minded masterbrand that is able to flex to allow each area of the business the recognition that their clients need, whilst benefiting from a united corporate front. Creating a strong and consistent brand hierarchy that strengthens and unites all of it’s acquisitions.
Services
Brand Idenity
Motion design
A unique approach to brand storytelling
We developed a powerful brand purpose—The Power of Commitment—with a fresh, human TOV that gave GHD a unique voice, positioning them as a leading industry advocate. At the core of the visual language was GHD's custom "Moderat" typeface, designed for actionable language with a versatile set of glyphs. The responsive branding system featured a flexible grid for any format, maintaining consistency. We adopted a storytelling approach to imagery, highlighting both the impact and benefit of GHD's work.
A fixed and flexible toolkit
It was essential for the masterbrand to flex for each go-to-market (GTM) strategy. We assigned a distinct key colour and imagery style to each business unit, diving deep into their work and case studies to craft simple, compelling stories that aligned with our unified tone of voice. The result was a cohesive brand system that adapted beautifully to the unique needs of each audience and business.
Credits
Studio
StormBrands 2019-20
Executive Creative Dir
Mark Chatelier
My Role Creative lead
Brand identity & Motion design
My Team
Nick Corbett Copywriter
Simon Anderson Designer
Sarah Watson Designer
All Works
