BEATON, producer of asphalt and concrete

«Beaton» Company is a successor of ZAO «Peterasphalt» which belongs to the «Association of Enterprises of the Road Complex of St. Petersburg» and is one of the largest suppliers of ready-mixed concrete and asphalt concrete mixes in the Northwest. From 1995, «Peterasphalt» Company has been gradually increasing its production capacities, and with time, it became necessary to distinguish a separate trend on production of asphalt concrete mixes. Thus, a new company was set up owning six unique production facilities which allow combining production of asphalt and concrete.











Investigation

A task was set for Brandson Branding agency to create a strong brand reflecting both trends of the company’s activity: production of asphalt and concrete. The attributes of the brand should communicate in a clear form the unique characteristics of the company not only to the consumers, but also to the employees of the company strengthening its organizational culture. It should be noted that the task on rebranding of the company with a more than ten years history was complicated by the fact that the market of asphalt concrete mixes is far from being transparent. Among the tasks of the investigators group of Brandson Company were both the definition of capacity and evolution dynamics of the market of asphalt concrete mixes in the north-western region, and a comprehensive study of the activities of the company, the analysis of the competitive environment, supply and demand. Special emphasis was placed on identifying the main criteria for selection by potential consumers of the supplier of asphalt concrete mixes. In the course of in-depth interviews with representatives of the target audience the key insights were identified which formed the basis of the concept.

Brand evolution technology of the agency allowed identifying the problems and potential of brand development, identifying key competencies of the company proper: knowledge of the market, leadership in its field, quality and environmental friendliness as well as understanding the market conditions and position of the company in the competitive environment. It was decided to bring the company closer to the consumer and to achieve a wide recognition including that beyond the target audience.








 

Auditing of the existing brand was performed applying the method of qualitative research. This allowed identifying key competencies of the company proper: knowledge of the market, leadership in its field, quality and environmental friendliness as well as understanding the market conditions and position of the company in a competitive environment. It was decided to bring the company closer to the consumer and to achieve wide recognition including that outside the target audience.


Brand development

On the basis of the data obtained in the course of research a positioning concept was formed which was embodied in the brandline «Life by the rules».

Жить по правилам

«Beaton» neologism was chosen as the name. This abbreviation is deciphered as follows:

Вeton — high-quality concrete;
Еcology — care about the urban environment;
Аsphalt — high-quality asphalt-concrete mixes;
Тechnology — high production capacities;
Оpeness — policy of openness in doing business;
Nearness — closeness, on the one hand, to construction projects, and on the other hand, to the customers.







Philosophy of the company: «Beaton rules are not only the rules of work. These are the rules of life: laws of relationships, norms of behaviour, and the main human values». The descriptor «Asphalt. Concrete» rhymes with the name, which makes it easier to remember it and emphasizes a «double» specialization of the company. The idea of «duality» was also reflected in visual attributes of the brand. The logo of the renovated company was also modified.

In order to impart energy and dynamism to the brand, yellow elements were included into the corporate style. Thus, the famous white-yellow daisies against a dark blue background appeared and became the main identifier for the consumers. The daisies bring the brand closer to the customers and reflect the environmental component of business.




Introduction of brand

The most important step of the work on the project was the introduction of the brand; it was necessary to convey to the employees of the company that their company was getting better, renovated and developed. A series of corporate events were held, at which the staff learned about the development prospects of the company and the importance of such extensive changes. As a result, the people believed that production of asphalt and concrete can be pleasant and beautiful, and special vehicles can be bright and joyful.

 

Project team:

Project managerViktoria Gorobets

Analytics and strategyElena Yufereva, Ekaterina Boltenkova, Agnessa Litvinenko

Art DirectorNatalia Suntsova

CopywritingViktoria Tikhomirova

DesignVladimir Blatnov, Sergey Bortnikov

ProductionNadezhda Mikhel


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