Although the Besix Group was founded end of 2004, the construction company has over a century experience in infrastructure projects worldwide. A century of expansion that created a company with different markets and brands; a company in which subsidiaries operate independently: making market recognition far from ideal.
Despite lacking recognition, the company has a strong international market position. The bond with the Benelux home market however is less strong and needs new impulses. All and all, more unity is required: unity in house style, in communication and behaviour. Therefore Total Identity is asked to develop a new corporate identity.The idea of unity is widely supported. Employees can give input for the new one company concept. They see their company as technological- innovative, professional, trustworthy, unified and motivated; characteristics that are translated in the proposition for the new corporate identity.

Focus point in the corporate design is the new trademark: an abstraction of one or two flags, symbolising making a mark, being proud – is the flag-bearer not the one who always walks in front? However, the trademark should not be seen as ‘a flag’ but as thé symbol of Besix. That is why strong colours are used and the emphasis lies on the dynamic shape: more than attempting to design a realistic flag.

Not surprising for a construction company: the new corporate design is mainly to be used on the building sites. That means working out the corporate design to more than 300 items for the 30 companies in the Besix Group. Currently preparations are in progress for all the print work, sites, equipment, and other items that can visualize the new Besix, working toward the big launch in September.

Within the group there is little demand for advertorial campaigns or marketing actions to present the new Besix, under the motto ‘actions speak louder than words.’ That is why the new corporate identity is first and foremost promoted through internal newsletters, intranet, and the social network. For all other stakeholders corporate and sales brochures are developed, and the website.