McLaren
McLaren Construction Group had built a respected reputation over 25 years, delivering more than £1.2 billion in projects to become one of the UK's leading privately owned construction businesses. But its visual identity, created by the company's founder, had never evolved alongside it, making this the business's first strategic brand evolution in 25 years.
The challenge was to modernise the brand without losing what people already recognised. The project started with positioning, not visuals, defining what McLaren stood for, who it needed to speak to and how it wanted to be perceived before a single colour or typeface was chosen.
From that foundation, I evolved the visual identity and refined the brand narrative into a cohesive system that gave the business a more confident, commercially credible presence, while respecting the reputation it had spent 25 years building.
The rebrand became the foundation for everything that followed. Alongside the new identity, I created a digital brand hub, developed a suite of reusable templates and rolled the brand out across more than 60 marketing and sales assets, giving teams the tools to communicate consistently long after the project was complete. Rather than delivering a one-off rebrand, the project established a scalable brand system that continues to support the business across every touchpoint.
