John Holland
Our comprehensive rebrand of iconic Australian infrastructure and property business John Holland is based on the brand idea of ‘Transforming Lives’. John Holland CEO, Joe Barr, says Frost* were the only branding business who understood the impact of the rebrand was just as important internally as it would be externally, and identified the internal cultural engagement and change as vital to the success of the project.
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John Holland
Transforming Lives
Our comprehensive rebrand of iconic Australian infrastructure and property business John Holland is based on the brand idea of ‘Transforming Lives’. John Holland CEO, Joe Barr, says Frost* were the only branding business who understood the impact of the rebrand was just as important internally as it would be externally, and identified the internal cultural engagement and change as vital to the success of the project.
People-centred solutions
The rebrand centres around the proposition that John Holland creates people-centred solutions to complex challenges and opportunities. It emphasises the fact they’re good at the hard stuff. It also reinforces their brand idea, by putting people first and making them the focus of what makes John Holland exceptional.
Listening to the people
We listened to the people who know John Holland best– the staff. For six months, we consulted with over 1,000 staff around the country to find out what they believed the brand should stand for. They are an engaged and passionate group of people who were very keen to be actively involved in the future direction of what they see as ‘their’ company. This gave us a strong platform of evidence and information to base the new brand around.
Human at heart
The new identity retains a clear link to John Holland’s heritage in terms of retaining the name and the iconic red colouring. At the centre of the logo, made from the lettering itself, is a person. We carried the human element across to other visual elements, including icons and illustrations that are expressive and unexpected along with a rich, warm and authentic photography style. The brand language has also changed to better reflect how John Holland transforms lives.
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“We’re responsible for some of the biggest projects in the country and are currently expanding into new markets, such as property development. Frost* really got to understand our business, and collaborated fully with us to create a simple vision with powerful implications that will create a real point of difference for us as a business and a culture.”
Joe Barr, CEO, John Holland
