R.B. Somerville Branding

Background
Robert B. Somerville is a Canadian company that has been connecting communities for over 60 years. They install and maintain the infrastructure that makes energy flow by providing a comprehensive and fully integrated range of infrastructure services across Canada. They often receive communications from the public surrounding projects and the impact of those projects on neighbourhoods and the perceived damage to the environment. To mitigate this perception the brand must convey a caring commitment to the environment, through a redesign of the company website, brand elements, and corporate tone.

The Idea
In order to demonstrate that Somerville genuinely cared about their impact, the design approach had to convey that the company connects communities through the infrastructure they build and maintain. At the core, this was accomplished by showcasing imagery that highlighted the community benefits/lifestyles from infrastructure work, along with the use of the new brand visual device named The Dynamic Connector. Stemming directly from the logo, these brand shapes acts as a visual link between infrastructure and communities, while simultaneously providing a flexible design system across all communications. These linkages help to tell the brand story of a reputable company who cares as much about their work as they do about how their work impacts surrounding communities.