Strategic brand repositioning for a
fit-out contractor

Client: Turnea

Campaign: Create a repositioning strategy for a fit-out contractor

Services: Initial briefings and strategy development, tone of voice and messaging workshops, messaging framework to inform the brand approach, copywriting and leading a team of specialist consultants.

Business challenge.

Turnea, an established fit-out contractor working largely in the City of London, wanted to assess whether they should change their company name. The leadership team initially approached this as a website problem, requesting a conversion-focused site with chatbot functionality. However, the real issue ran deeper, as unclear brand positioning and a lack of visibility was undermining their ability to compete effectively and win work at the value they deserved.

Strategic approach.

Rather than jumping into website development, I diagnosed the underlying business problem, a fragmented brand identity preventing the firm from establishing a clear market position.

I then led a comprehensive brand strategy development process including:

conducting client interviews to understand market perception and competitive positioning
auditing existing brand assets and market-facing communications
facilitating decision-making on a fundamental business question, rebrand or retain thier company name?
developing a strategic positioning framework, messaging architecture and tone of voice
creating a new value proposition and strapline aligned to business growth objectives
designing site structure to support lead generation and conversion goals.

Put together an integrated delivery team by

Bringing in a brand designer to develop visual identity system
Briefing and managed web developer for strategic execution
Integrating an SEO specialist early to protect existing search equity while building new platform
Creating a cohesive brand system across all touchpoints (digital, physical, collateral).

Business outcomes

Strategic clarity: resolved name confusion and established differentiated market position
Complete brand transformation executed across all customer touchpoints:
- New website optimised for lead generation
- Site uniforms and signage reinforcing professional brand
- Van livery extending brand visibility
- Value-led project case studies demonstrating capability
- Marketing collateral aligned to positioning strategy
Foundation established for consistent market communication, supporting business development