This award recognises the most effective development, refresh, or repositioning of a brand within the construction and built environment sector. It celebrates strategic clarity, creative excellence, and the ability to differentiate and engage with target audiences in a meaningful way.
How entries are judged
Entries in this category are assessed against five equally weighted criteria. Each criterion is scored out of 10, giving a total maximum score of 50.
Judges will award marks based on:
- Clear objectives (10 points)
Evidence of well-defined objectives and a clear purpose aligned with wider marketing or business goals - Audience (10 points)
Understanding of the target audience and how the brand or positioning responds to their needs - Innovative and creative (10 points)
The extent to which the brand demonstrates creativity, originality, or innovation in its development and execution - Cost effective (10 points)
Efficient use of budget and resources, demonstrating value for money - Measurably achieved (10 points)
Evidence that objectives have been met through measurable outcomes
What to include in your entry
Entries should clearly address each of the following areas, which form the basis of judging:
Clear objectives
• Defined a clear market challenge, opportunity, or strategic shift
• Demonstrated how the brand or repositioning supports wider business goals
Audience
• Demonstrated a deep understanding of the target audience, such as specifiers, contractors, developers, housing associations, tradespeople, or end users
• Showed how the brand was shaped to resonate with and engage those audiences
Innovative and creative
• Delivered a distinctive and compelling brand identity, positioning, or narrative
• Demonstrated creativity in visual identity, messaging, tone of voice, or brand expression
Cost effective
• Demonstrated efficient use of budget and resources
• Delivered strong value relative to investment
Measurably achieved
• Provided clear evidence of impact, such as improved recognition, perception, engagement, loyalty, or commercial performance
• Demonstrated how the brand contributed to wider business success
Industry-specific examples might include:
- Repositioning a building product manufacturer to focus on sustainability and performance
- Developing a new brand for a digital construction platform or retrofit service
- Refreshing the visual identity and tone of voice for a merchant network to appeal to younger installers
- Aligning a contractor’s brand with modern methods of construction or net zero delivery
- Creating a new umbrella brand to unite multiple business units under a single, coherent proposition
- Rebranding a company following a merger or acquisition to successfully integrate cultures, portfolios, and audiences
Judges will look for evidence of strategic thinking, creative execution, audience relevance, and business impact. Strong entries will show how brand and positioning work enabled the organisation to stand out, connect, and succeed.
Any projects entered should have been completed between June 2024 and August 2026.
Note: One of the attachments to your submission should be copies of the brand guidelines from both before *and* after the campaign.
