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TRANSFORMING
LIVES

JOHN HOLLAND

 Transforming Lives
We’ve launched a comprehensive rebrand of iconic Australian infrastructure and property business John Holland, based around the brand idea of ‘Transforming Lives’.

John Holland CEO, Joe Barr, says Frost* were the only branding business who understood the impact of the rebrand was just as important internally as it would be externally, and identified the internal cultural engagement and change as vital to the success of the project.

“We’re responsible for some of the biggest projects in the country and are currently expanding into new markets, such as property development. Frost* Design really got to understand our business, and collaborated fully with us to create a simple vision with powerful implications that will create a real point of difference for us as a business and a culture,” he says.
 Transforming Lives
 Transforming Lives
 Transforming Lives

People-centred solutions

The rebrand centres around the proposition that John Holland creates people-centred solutions to complex challenges and opportunities.

“It emphasises the fact we’re good at the hard stuff. It also reinforces our brand idea, by putting people first and making them the focus of what makes us exceptional,” says Barr.

Frost* Design Strategy Director, Cat Burgess, says the project had the advantage of a huge sense of ownership from everyone involved.

“We listened to the people who know John Holland best – the staff. For six months, we consulted with over 1,000 staff around the country to find out what they believed the brand should stand for. They are an engaged and passionate group of people who were very keen to be actively involved in the future direction of what they see as ‘their’ company.

“This gave us a strong platform of evidence and information to base the new brand around.”
 Transforming Lives
 Transforming Lives
 Transforming Lives
 Transforming Lives
 Transforming Lives

Human at heart

The new identity retains a clear link to John Holland’s heritage in terms of retaining the name and the iconic red colouring. At the centre of the logo, made from the lettering itself, is a person.

“Putting a person at the very heart of our brand mark shows our focus on people-centred solutions. Frost Design worked with us to create a shift that injects more meaning into our identity, while still making us easy to recognise,” says Barr.

Frost* Design carried the human element across to other visual elements, including icons and illustrations that are expressive and unexpected along with a rich, warm and authentic photography style. The brand language has also changed to better reflect how John Holland transforms lives.
 Transforming Lives
 Transforming Lives
 Transforming Lives
 Transforming Lives
 Transforming Lives
 Transforming Lives
“For example, previously they would have talked about ‘kilometres of road’. With the rebrand, the language is now around the human benefits of a shorter commute,” says Burgess. “Brand strategy is a fundamental part of any business, and has a tangible value, underwriting every interaction a company has with its people, customers and stakeholders.”

John Holland’s Joe Barr agrees, saying, “Our new brand allows us to simply and clearly state our purpose, our values and what makes us different – making it easier for all of us to know what we stand for and why it matters. It will make us more competitive and more focused.”