StormBrands develops new brand positioning for GHD

Brand and design consultancy StormBrands has worked with Australian multinational engineering and construction company, GHD ,to create a new brand purpose, architecture and design system to bring clarity and consistency across its network of businesses.

Whilst the business had ambitious growth plans, it lacked a united purpose to bring together its somewhat disparate disciplines. Everything ‘GHD’ needed to feel connected and coming from one cohesive voice.

StormBrands created a brand story, ‘The power of commitment,’ born from the employee-owned nature of the business and the staff’s commitment to the company. This new platform enabled StormBrands to further develop a ‘One GHD’ approach to reduce the complexity of the business and create a clear brand architecture with a strong master-brand. Within the Masterbrand are a range of services that work together cohesively but still have their own distinct personalities.

'The power of commitment’ informed all brand aspects, including the logo, wider design system, custom glyphs, icons, font and tone of voice.

The new identity is more contemporary, aiming to tell a story of a future-focused, digital-first business. Whilst retaining the logo’s shape and form, StormBrands simplified it, moving from grey/blue to a more timeless black and white aesthetic. A supporting colour palette aims to ensure that the identity has room to flex but always remains consistent and practical.