Campus Branding

Branding a construction site spanning over 400 acres with 2,000+ daily workers requires a comprehensive, cohesive approach. This was the task at hand for the Southeast’s largest construction campus, built by one of the region’s leading general contractors. The goal was to create a unified branding experience across the entire campus, keeping safety, communication, and quality at the forefront while promoting internal programs and maintaining a professional atmosphere.

Project Scope

The scope of the branding effort was extensive, with every aspect of the campus needing thoughtful consideration. Key elements included:

  • Safety Videos: High-impact safety videos were produced to communicate essential safety protocols across all areas of the site. These videos were designed to engage workers, making complex safety information easily digestible.

  • Kickoff Events: Large-scale kickoff events were orchestrated to mark significant project milestones, including groundbreaking ceremonies and major project launches. These events set the tone for the work culture and reinforced company values.

  • Internal Office Branding: All internal office spaces were branded with consistent visuals that reflected the company’s identity and mission. From conference rooms to common areas, the branding helped maintain a professional and unified appearance.

  • Campus Wayfinding: With over 400 acres of active construction, clear wayfinding was crucial. A comprehensive system of signage and directional markers was created to help workers, visitors, and contractors navigate the campus efficiently.

  • Safety Signage: Prominent safety signage was installed across the campus to remind workers of critical safety measures. These signs were strategically placed to be highly visible in high-traffic areas and work zones.

  • Quality Program: As part of the branding initiative, a quality program was implemented and promoted through campus-wide communications. This program ensured that all workers were aligned with the company’s standards of excellence.

  • Campus Announcements: Digital and physical channels were utilized for campus-wide announcements, keeping all 2,000+ laborers informed of important updates, schedule changes, and safety notices.

  • Internal Program Promotion: Several internal programs were branded and promoted across the campus, including DEI initiatives, leadership development, and safety rewards programs. These programs were designed to engage employees and promote a positive, inclusive work environment.

  • Campus Wayfinding

  • Internal Branding

  • External Branding

  • Event Management

  • Quality Signage

Objectives

Ensure Safety Communication: Reinforce the contractor’s commitment to safety with visually engaging materials that promote safe practices across the entire campus.

Create an Organized Environment: Implement clear wayfinding and signage for efficient navigation across the sprawling site.

Unify the Campus Identity: Establish a consistent visual identity across all areas, including office spaces, job sites, and common areas, to foster a strong, cohesive brand.

Promote Internal Programs: Highlight internal programs such as quality initiatives, safety protocols, and company values to engage workers and boost morale.

Facilitate Communication: Develop channels for efficient, clear campus-wide communication to keep laborers and management updated on critical announcements and events.

Responsibilities

As the lead on this campus branding project, I was responsible for overseeing the following:

Safety Video Production: Managed the production of safety videos from scripting and filming to editing and deployment across the site.

Event Management: Organized and branded high-level kickoff events that gathered top executives, site workers, and key stakeholders, ensuring all events aligned with the company’s vision and culture.

Brand Design and Implementation: Developed and implemented branding strategies for the internal office spaces, ensuring a unified visual identity throughout the project.

Wayfinding and Signage Design: Designed and placed all wayfinding and safety signage, balancing functionality with the company’s branding guidelines.

Program Branding: Worked closely with internal teams to develop branded materials for quality, safety, and internal leadership programs, ensuring they were widely promoted across the campus.

Campus Communication: Managed internal communication efforts, ensuring all workers and contractors had access to important information through signage, digital bulletins, and in-person updates.

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