Following a three-way pitch BGN, the Manchester-based brand-led design and digital agency, worked with what was previously known as BuildData Group to consolidate three of its brands – Zutec, Createmaster and Createmaster Information Management – into one.
They are now operating and trading under the Zutec name.
Providing ConTech and PropTech solutions to contractors, housebuilders, developers and asset owners, Zutec works with customers to derive meaningful value from their data throughout the entire building lifecycle.
The primary aims of the rebrand were to mitigate any confusion in the market about the brands’ relationships and simplify how the company was perceived, while providing customers with a joined-up approach to managing building data as a single touch point and digital ecosystem across its solutions. It will also cement the company’s position as a leader in cloud-based software for the construction and property industries in the UK and Ireland.
After careful consideration and research, it was decided that Zutec would be retained as the leading brand. BGN has delivered the brand identity, website and a suite of supporting marketing collateral spanning brochures, videos and digital templates.
David Newton, creative director at BGN, said: “This was a challenging project but was the kind of brief we excel at. We knew this was business critical, so we worked hard to create standout. In terms of the creative thinking and brand development, we used the concept of digitisation, the collation of building documentation as well as building floorplans as the primary starting points. These shapes, combined with a digital colour palette, reinforce the cutting-edge tech aspect of the refreshed brand.”
Maria Hudson, CMO at Zutec, added: “Although each of our brands had market credibility in their ow right, as a business, we knew that operating as three brands with complementary solutions was causing confusion, especially with regards to what they all did and how they connected. We wanted to simplify how we were seen and focus on one brand that closed the gap between construction and property technology and compliance-led solution across the building lifecycle.
“BGN instinctively understood this challenge and their mix of strategy and creativity helped us connect those dots. The simplified approach is already changing perceptions and is helping our alignment with the latest digital and regulatory requirements of our customers.”
