Realigning a 57-year old contracting company that had lost its focus
Herrero was founded in 1955 and had built a solid reputation for quality construction in San Francisco. However, their identity was antiquated and their website was a real sore point. While their project teams operated successfully, the internal management team was in need of clarity and alignment.
Leveraging a position that people actually care about
Through our research and interviews we found that Herrero was uniquely positioned for taking the lead in Integrated Lean Project Delivery (ILPD) and had been quietly building their expertise in that area. Creating value for their clients was what they were genuinely good at.
Internal Brand Strength Survey | Core Values | Brand Strategy | Brand Identity Design | Brand Standards Guide
New website | Vehicle graphics | Site signage | Business cards and stationery | Changing ownership structure
Standardizing roles + Position agreements
Turning values into systems
We turned their unique Lean process into the protectable, trademarkable “Herrero VIP™ (Value Integration Process)”. Herrero’s new Brand Promise became “obsessed with value creation”. Since every business exists to create value, we had to really think about how to express it. By adding “obsessed” it raised eyebrows, made some uncomfortable, made other curious and almost everyone commented on it. It added the necessary level of bravery to what otherwise would have been another piece of corporate hyperbole. Best of all it was a true and authentic brand promise that they were willing to live by.
