McLaren

Building the brand of bricks and mortar

McLaren has grown to become one of Britain's most successfully owned private companies. It was time for the brand to reflect the business's achievements, company structure and facilitate further expansion that lay ahead.

Brief: Refresh the McLaren identity and establish clear principles around brand architecture to serve the four main business offerings. Set them apart from their peers as the successful innovative company that is taking the construction and property industry by storm.

Solution: A series of workshops with the leadership team of McLaren led us to propose a monolithic brand approach. This suited their business structure today and allowed for growth. Research showed that they could take a unique approach in the construction industry.

A sophisticated black identity was chosen that truly represented their personality. It sets them apart and presents a strong style across digital, offline and workspace environments.

The succinct message 'exceeding expectations' was established as McLaren's raison d'atre. The new brand identity was rolled out on a new website and CMS system, literature library, onsite apparel and signage, and a full brand guideline was created.