Confidence
HLTC Group
Branding, Identity Design
HLTC Group wanted a brand and identity that reflects their confidence as a construction company and appeals to government organisations and the private real estate market.
Field: Construction, Transport and Plant Hire
When designing the logo we wanted to ensure we portray strength - considering the field the company is in. To achieve this we went with a bold letter mark logo. The arrow pointing up is added to represent a constant desire for the company to improve.
The company focuses on two services: construction and transportation (for construction services). Bringing these two services under one umbrella proved to be a more challenging task than initially thought.
Part of the brand strategy was three words that sum up the brand which helped us position the company better. The words were bold, confident and proud. Those became the centre stage for the brand's identity design.
The objective of the website is to market the services offered by the company. Using the same data gathered whilst putting together the brand strategy, we developed personas and user journeys for the website.
We implemented design thinking when undertaking the project to ensure the client’s and users' objectives are met.
