The Hickory Group approached Icon in early 2012 to help revitalise their brand. The original branding was created eight years ago and had become diluted as Hickory evolved from a small building company to one of Victoria’s largest construction companies, with a number of subsidiary companies, over 400 employees and up to 30 projects running at any one time.
Our task began with brand architecture, creating a new brand hierarchy and aligning the subsidiaries that had be brought into the Hickory Group by creating a new set logos that would sit within the existing Hickory branding. As part of the brand transformation we devised new Hickory document styles and produced a concise style guide to ensure the visual style would be correctly communicated across all brand touch points from their internal intranet to external facing items such as site hoardings and uniforms.
In order to capture the company’s family values and individual personality, a new personable and candid image style that captured the Hickory Way was devised for use across all brand touch points.
We continue working with Hickory to roll out new branding across all touch points.