Strategic brand evolution and ongoing CMO partnership for a community-led civil engineering firm in the heart of SEQ.
Client
2 Develop Urban
Industry
Civil Engineering
Services
Brand Strategy
Visual Identity
Brand Activation
Engagement
Ongoing Partnership
Virtual CMO
Purposefully engineered to advance forward.
Overview
2 Develop Urban is an independent civil engineering consultancy dedicated to advancing people and their projects forward. As a single solution to plan, design, and deliver property and infrastructure development projects across Queensland, they needed a brand identity that matched their commitment to creating spaces where people thrive and communities flourish.
Transforming the narrative from process to progress.
Opportunity
2 Develop Urban began as a boutique firm with highly respected leadership and exceptional technical expertise, but their true purpose and regional focus remained unarticulated. The opportunity lay in identifying and expressing their authentic commitment to creating thriving communities specifically within South-East Queensland. By uncovering this purpose—rather than simply showcasing technical capabilities—we could help them establish a distinct brand presence that would resonate deeply with clients who shared their vision for sustainable regional development and advancing our state forward.
Brand Strategy
Immersion
Through extensive leadership interviews, we unearthed 2 Develop Urban's true differentiators: a profound commitment to community-focused engineering, a passion for developing South-East Queensland, and a streamlined process that advanced people and their projects forward This discovery provided the authentic foundation for a brand identity that would meaningfully connect with clients, community members, and their own team alike.
Methodology
Stakeholder Interviews
Discovery Workshops
Brand Audit
Market Analysis
Competitive Audit
Strategic Positioning
Purpose, Vision, Mission
Value proposition
Audience Definition
Positioning Statement
Strategic Brand Story
Voice Pillars & Personas
Visual Identity
Creation
With distinct equity already held in the logomark, we moved to evolve the identity rather than recreate it. We updated the wordmark while extending the colour palette, imagery and expression to better demonstrate core attributes including South-East Queensland focus and their mission of advancing people and projects forward. The comprehensive system was designed to establish immediate recognition in the marketplace while communicating the momentum, vibrancy and high-quality nature of their services.
Systems
Visual Territory Mapping
Wordmark Design
Colour Palette
Typography
Visual Language
Brand guidelines
Digital Assets
Photography Direction
Visual Assets
Imagery & Tone
Brand Management
Currently in rollout
From digital presence to marketing materials, we’re working with the team to activate the newly defined brand position. Through a strategic marketing plan and activation strategy we’re aligning the brand to its new strategic position, with clear articulation of their unique approach and content that demonstrates their commitment to employee wellbeing and client relationships. This activation continues through ongoing marketing management, ensuring brand consistency and strategic growth.
Touchpoints
Marketing Strategy
Social Strategy
Campaign Concept
Digital Experience & SEO
Digital Communications
Photography Direction
Content Strategy
Media & Advertising
Working with Rehaula has been a transformative experience for 2 Develop Urban. As a civil engineering consultancy committed to advancing people and their projects forward, we needed a brand partner who could manage our marketing activities and be a true extension of our team. Rehaula does just that.
Andrew Green
Founder
Build a brand that moves markets. Engage Rehaula.
From specialist trades to mining technologies, our team understands what it takes to transform your technical business into an industry-leading brand.
.png)
.png)
.png)
.png)
.png)