Henry Boot.

Henry Boot needed to modernise its brand. With five distinct businesses, its identity had become fragmented, creating confusion among stakeholders. The group’s reputation was strong but its image did not reflect its ambition to grow and compete at the highest level. The challenge was to retain the heritage and trust built over more than a century while creating a unified, forward-looking brand that could inspire confidence in clients, partners and employees alike.

We began with a comprehensive brand review, speaking to internal teams and external stakeholders to uncover strengths, inconsistencies and perception gaps. From this we developed the value proposition “Where Great Places Start”, a unifying idea that connects all businesses within the group. The brand architecture was clarified to show how the five units relate to the group, and we designed a refreshed identity system spanning logo, typography, colour, imagery and messaging. Templates and guidelines were created for digital and print applications, alongside a new tone of voice framework to ensure consistency across all channels.

The outcome was a modern identity that balances respect for Henry Boot’s history with the clarity and energy needed for future growth. The visual system is cleaner, more dynamic and adaptable, allowing each business unit to operate with flexibility while still being recognisably part of the Henry Boot family. The tone of voice combines the solidity of a trusted partner with the ambition of a developer building for the future.

The new brand has unified the company under one story, improving alignment across teams and creating a stronger external reputation. Partners and stakeholders now see Henry Boot as more coherent and credible, while employees feel greater clarity about what the business stands for. The brand system has created a robust foundation for growth, enabling new developments and business lines to be launched with confidence.