Description:

CORDE is a large horizontal infrastructure company operating across the South Island of New Zealand.

Previously trading with three names representing each specialist division - Sicon Limited, Blakely Construction & Blakely Three Waters.

We undertook a lengthly brand review, culture surveys, workshops, extensive research and deep dive for the brand discovery. The research revealed that rather than a need for an individual update of the separate divisions (which was the original creative brief), a whole new name and united brand was necessary. The naming process began in conjunction with a trademark search to ensure its viability and uniqueness for the future.

One name brings together one team, now united as CORDE.

The definition of CORDE is multi-faceted, much like its three strands. It signifies the three divisions uniting together and the connections to place. Initial inspiration came from Ecclesiastes 4:12 “A cord of three strands is not easily broken”.

The European spelling of a woven cord is also the latin word meaning ‘heart’. This idea encompasses the character of the people and their heart for the communities they live and work in. The new name is bold and strong, giving the team the clarity and unity it was so desperately seeking – a cohesive, uniting identity to wear proudly as one team.

A strand mark is the visual anchor of the identity, an easily recognisable symbol at any scale. It speaks of the strength of three strands at the 'zero-twist' point, in its stripped back, precise form - representing the three foundations of the company. As the symbol expands, it reveals an intricacy that becomes infinite - a symbol within a symbol within a symbol. A raranga pattern system displays the depth of their history and experience - a new name, but weaving together decades of trust and competency.

The identity translates to their hundreds of vehicles and machinery as big, gutsy and no-nonsense - which balances with a refined technicality and structured document layouts. It’s a dynamic system that flexes and adjusts to the available context and space. Typography sits between the refinement of intentional, sustainable, engineered design and the robust, capable strength of the product CORDE delivers.

A monochromatic colour palette includes a flash of hi-vis orange. The platform of black and white allows emotive photography to be the hero. Previously only showing photos of the work in progress - holes in the ground and construction mess - we were able to refocus the visual mood to reflect the finished product - the future outcomes for clients and their customers. Utilising engaging motion and a horizontal scrolling experience through the website echoes their expertise of horizontal infrastructure.

Allowing time, exploring all possibilities, and the willingness of the client to trust us to do what they had never done before, enabled a successful, collaborative result.