Willmott Dixon Interiors
Branding, Communications, Digital, Guidelines, Corporate, Property
Everything Completed with Pride
Building a brand on more than bricks and mortar
Willmott Dixon Interiors are the specialist interior fit-out and refurbishment arm of Willmott Dixon Group, one of the biggest privately owned construction companies in the industry. After a period of growth, including the expanding their offering in West Midlands, we were briefed to evolve the brand identity in order to reflect the scale and values of the business, repositioning Willmott Dixon Interiors as a national business and an industry leader.

Building on the established brand equity of both the Interiors brand and the parent Willmott Dixon Group, we evolved the logo, retaining the history and heritage of the shield marque and typeface, but updating the balance and scale in order to create a cleaner, more modern feeling logo marque. A yellow colour pop was introduced to the word marque to create differentiation from Group, as well as signifying the progressive and human centric value proposition of the Interiors brand.
About the brand exploration
Following an intensive consultation process that gathered feedback from internal Willmott Dixon Interiors stakeholders, as well as some of their customers, we identified that, while internally there was a strong team spirit and company culture, this wasn’t being successfully communicated or celebrated externally. The research findings showed that it was the people that make up the Interiors business that make it truly special. To bring this to the fore and create differentiation from their competitors, we leveraged the existing brand value of pride that was already widely adopted and understood internally, amplifying the story and weaving a brand narrative around it to make it relevant to an external audience. The result was the brand story of ‘Everything completed with pride’, which communicates the pride Willmott Dixon Interiors’ people take in their work, getting energy from completing projects to the best of their ability and creating environments and fostering communities that enable people’s worlds to flourish.
of sustainability in construction award
As well as the overarching story, a flexible messaging system was created to allow the brand to talk consistently and compellingly to their existing audience, as well as to potential customers and partners. These story extensions included everything completed with pride and people, purpose, professionalism, process, passion and progress. These ‘7 Ps’ formed the backbone of the brand narrative and created a clear and differentiated brand personality and tone of voice.
In order to increase brand awareness and carve Willmott Dixon Interiors out as an industry leader, we designed and developed a new website, creating a cleaner and more engaging user experience and redistributing content to create an easily navigable user journey. This was complemented by a fresh colour palette, evolving the existing tones in the brand palette and turning up the volume to create a bolder visual style, with the introduction of accent colours, as well as softer neutrals in order to temper the colour pops. Animation and movement, along with dynamic and time related messaging, were added to the site to reflect the progressive nature of the brand, with people photography and video very much heroed across the site to illustrate its human centricity.
In addition, a wide array of brand collateral and assets were created to allow for a comprehensive brand rollout. This included a brand manual for internal engagement, brochures, template documents, stationery, social assets, business cards, brand guidelines and hoardings.

In order to bring the authentic and engaging human stories to life, we created a suite of films. This included a master ‘pride’ film to convey the overall brand story, as well as a purpose film to highlight social value and sustainability, a people film to show the collaboration between internal teams, partners and customers, and a professionalism film to showcase the variety of careers available at Willmott Dixon Interiors. The films were each created through a series of talking head interviews with both Willmott Dixon Interiors people and their customers, along with capturing footage of their ongoing and completed projects to show the scale and variety of their portfolio and service offer.

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