Woollam Constructions is a leader in the commercial construction industry with a long and proud history spanning over 100 years. We are pleased to have been instrumental in a major rebrand that has assisted in the company achieving significant growth and recognition.

“The growth ever since we really did the rebranding has been positive. I attribute a lot of that growth to us reflecting upon ourselves through the rebranding process and really identifying what our history has been.”

Craig Percival, Managing Director Woollam Constructions

What Woollam Wanted

When I first met Craig Percival (Director of TF Woollam Son) he asked me what I thought of their logo?

That’s not something I can answer until I know more about a business or product. Whether it really reflects the quality, people and direction of the company.

So as we dug deeper, it was clear that their logo did not reflect the many years of quality workmanship and customer service that had been part of the Woollam story.

It was clear that Woollam had a long and proud history, but their image was letting them down badly. With a mis-matched series of business cards spread across 4 offices in 2 states, they needed consistency badly.

They also needed a fresh boost of confidence. Confidence in the great work they were delivering and had been delivering for nearly 100 years. Confidence in how they delivered their messages and to install confidence into their communications.

“Part of the rebranding process was looking at the type of work we did and as a result we have focused on four sectors. Once we chose those sectors and built a brand and a strong profile around those, that really has seen, over the last couple of years, a big increase in turnover. .”

Craig Percival, Managing Director Woollam Constructions

What we did

So, we began our four-step process beginning with CLARITY. We wanted to get to know them, what they did and importantly – for whom.

Getting to know their clients was enlightening and enjoyable, as with many clients I work with, their story was typical. They did brilliant work, are highly valued and very loved. They had a large number of ‘raving fans’ that enlightened us into what they most valued and how Woollam was different from other construction companies.

The internal research culminated in a Brand Workshop with key decision makers, where we compiled all the research and gained a consensus on some key changes to the business and the brand.

• A name change. From T.F. Woollam & Son – to Woollam Constructions

• A new office location with outstanding branding built in!

• A bolder, more confident approach to their branding and marketing

Throughout the brand transformation process, we identified their uniqueness or brand essence that stood at the heart of their operation and reflected the way they operate. In the field of construction, challenges and changes are par for the course. What made their company stand out was the way they always ‘worked together’ to sort out the issues that always occurred. From this we developed a tagline:

Working together sets us apart’ which became embedded in their brand.

Their brand was launched throughout four offices and has continued to evolve and is now a solid and proud leader in its field of commercial construction, looking forward to its next 100 years of growth!

Scope of Work

Brand Strategy
Brand Identity Design
Publication Design

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Ryder Property Research We deal in real. We work in facts.
Jacqui Perkins With you all the way

In these challenging times, we need to rethink the way we do business.


Before you spend any more money or time on marketing or consultants, spend 10 minutes reviewing this easy-to-follow series and save yourself time and money in any future unplanned design and marketing endeavours.

Once you have these 9 steps in place, everything else will follow more easily. Your direction will be clear, your decisions will be more confident and positive results will follow.

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