case studies
Designing a visual identity that’s really meaningful? Harder than it looks.
R&W Civil Engineering is an independent civil engineering contractor and plant hire business based in the South of England. It has been operating for over 25 years and offers a wide range of civil engineering and highway construction related services.
Objective: To modernise R&W’s existing visual identity and to also develop a divisional identification system that would facilitate the launch of R&W Traffic Management. Implementation of the new visual identity would encompass stationery, location signage and vehicle livery plus sales literature for the various divisions.
Solution: The previous R&W visual identity was a fairly generic signwriter’s graphic solution with one major flaw – it didn’t communicate the company’s core business activities. Our solution was based around a simple graphic device of a highway disappearing over the horizon. Four new identity colours were introduced to represent the various highway lanes and the different construction layers and materials involved – from water and drainage management systems to re-planting and landscaping.
Effective: Our solution has not only given R&W’s core business a stronger, more modern persona in the marketplace but it has also transformed the internal perception of the company and its aspirations. The reaction has been tangible with the employees and management team alike all sharing a sense of renewed purpose.
“Our company now has a wonderfully eye-catching new logo, which we are introducing across our vehicle fleet. Customers have mentioned how good it looks and more people are now noticing us. We have professional looking business stationery and the brochures have really helped to identify and distinguish our two operating divisions.
The whole process has made us consider the way in which our customers view us and the spin-offs have been enormous. Everyone now calls the company by its appropriate divisional name. More importantly, our employees have a clear understanding of the company structure and they have all raised their game to ensure that we conduct our business in a more professional manner.
Working with Shoal has been a very interesting and rewarding experience and I can’t recommend them highly enough! I value attention to detail and Shoal has this by the lorry load. They’re professional, their prices are sensible and they bend over backwards to help you.
Thank you Shoal… a job well done!”
Andy Theobald
Managing Director, R&W Civil Engineering