SDC
Humanising the story of an employee-owned challenger construction brand
SDC is an employee-owned main contractor building commercial spaces for the life sciences and tech sectors in the Oxford–Cambridge Arc.
A recent tender revealed that their brand and proposition were negatively impacting their competitiveness. Internally, colleagues felt the company’s culture and identity were not reflected in the brand. Over the next three years, 37,000+ new workers will be needed in the region, but with 77% of young people viewing construction as low-skilled and unappealing, strengthening the brand and proposition is crucial to bridging the talent gap and improving gender balance.
Our task was to shift perceptions by uncovering the untold stories of ownership, innovation, and sustainability—uniting employees, strengthening competitiveness, and positioning the business to capitalise on the opportunities ahead.
The primary audience for the new brand was the next generation of Development Directors, architectural partners, colleagues, and graduates. The positioning, “Building progress,” is a simple yet broad concept that unifies our insights and highlights the forward-thinking nature of an employee-ownership model. It addresses decarbonisation, commercial aggressiveness, and social value, illustrating the significant impact SDC’s developments have on human progress.
Instead of changing the identity, we evolved it—building further equity into their marque, palette, and recognisable codes. We honoured their heritage while modernising an ageing system. By breathing new life into their existing world, we strengthened storytelling and showcased the value of employee ownership.
SDC is an employee-owned main contractor building commercial spaces for the life sciences and tech sectors in the Oxford–Cambridge Arc.
SDC
Humanising the story of an employee-owned challenger construction brand
SDC is an employee-owned main contractor building commercial spaces for the life sciences and tech sectors in the Oxford–Cambridge Arc.
A recent tender revealed that their brand and proposition were negatively impacting their competitiveness. Internally, colleagues felt the company’s culture and identity were not reflected in the brand. Over the next three years, 37,000+ new workers will be needed in the region, but with 77% of young people viewing construction as low-skilled and unappealing, strengthening the brand and proposition is crucial to bridging the talent gap and improving gender balance.
Our task was to shift perceptions by uncovering the untold stories of ownership, innovation, and sustainability—uniting employees, strengthening competitiveness, and positioning the business to capitalise on the opportunities ahead.
The primary audience for the new brand was the next generation of Development Directors, architectural partners, colleagues, and graduates. The positioning, “Building progress,” is a simple yet broad concept that unifies our insights and highlights the forward-thinking nature of an employee-ownership model. It addresses decarbonisation, commercial aggressiveness, and social value, illustrating the significant impact SDC’s developments have on human progress.
Instead of changing the identity, we evolved it—building further equity into their marque, palette, and recognisable codes. We honoured their heritage while modernising an ageing system. By breathing new life into their existing world, we strengthened storytelling and showcased the value of employee ownership.
