A new face-lift for SkillBuild

Enhancing the design of a 40 year old construction competition

Challenge: Create a refreshed visual identity for SkillBuild – an annual competition for construction trainees and apprentices. Running for four decades, the brand was starting to look tired. It desperately needed a facelift to appeal to, and resonate with, the next generation of talent.

Solution: We introduced a more expressive visual identity using dynamic elements and a consistent layout treatment. By holding content capture days at regional heats, we developed a broad library of imagery and introduced engaging social videos to inspire involvement. We also managed their social channels, raising awareness of the event with a content plan that reached apprentices and their tutors on Instagram, TikTok, and LinkedIn. This effort was activated and its reach was extended using industry-recognised influencers.

Outcome: The restyling was a huge success, attracting positive engagement from audiences. Instagram engagements increased 1,115% and impressions by 478% during the event. Content views increase by 1,000% compared to the previous three-month average.