Injecting warmth and personality into Aggregate Industries' brand

Aggregate Industries (AI) is one of the UK’s largest manufacturer and supplier of construction materials and products. In an industry full of large faceless organisations, AI wanted to stand out with a distinctive brand identity that conveyed its ‘At the heart of construction’.

We identified just how important AI’s people were in ensuring that it is constantly at the heart of construction. By taking the triangle shape from the logo and showing people inside it, we created a key brand asset that firmly placed the people in the centre of what AI does. We also introduced a wider variety of colours leading to a more vibrant and distinctive style than competitors.

We also recognised that even in a B2B world, relationships are people to people. Therefore AI’s new tone of voice needed to strike the right balance between professional and knowledgeable yet real and approachable.

The revamped identity was rolled out across AI’s entire business both internally and externally through their on and offline channels.