ABOUT

Shepherd, a family-owned group and one of the UK’s leading construction, engineering
and industrial specialists came to RY as they wanted help in creating and communicating
a compelling new brand story for Shepherd Group Built Environment (SGBE) and it’s
three sub-groups – Engineering, Construction and Facility Management.

We immersed ourselves fully in the organisation to understand both the culture and the
business – conducting extensive research to fully articulate Shepherd’s vision, purpose
and to signal change. It was important thatthe new strategy and positioning derived from
within the organisation – and that the emergence of Shepherd’s distinctive voice was
wholly ‘owned’ by all stakeholders. We developed a redefined brand platform – from core
idea, values to personality, considering the group story and ensuring that the divisional
stories are complementary to it.

RY then created the new brand framework and visual identity around the core idea of
‘Ingenuity Applied’. It was designed to represent what SGBE stands for and to reflect
the way the organisations approaches work. A positioning that portrays SGBE as smart
problem solvers – clever thinking matched with practical day-to-day action. Brilliant ideas
made a reality.

We successfully helped SGBE form, create and articulate their brand story, whilst
reinforcing a visually-articulate and compelling visual identity through to guidelines.
Architectural and ‘constructed’. the identity has a playful ‘creative’ edge and is a unique
visual articulation of who Shepherd Group Building Environment are and what they do.
Moving forward it is planned to use the new brand identity across all SGBE collateral.