EJT Group
Establishing a Group Brand
Client
EJT Group
Year
2023
Transforming E.J. Taylor and Son’s into the EJT Group.
OBJECTIVE
E.J. Taylor and Sons, a 60 year old, established construction company, sought a modern-day transformation and approached Built for a rebrand. During a strategic process, Built identified the need to evolve beyond a simple rebrand, suggesting the formation of the EJT Group, with each area of expertise becoming distinct brands. The objective was to undergo a comprehensive naming and branding process, preserving the company's values and family roots while ushering it into a new era.
Strategy
In collaboration with E.J. Taylor and Sons, Built facilitated the transition into the EJT Group by conducting a strategic process that revealed the need for a more profound transformation. After obtaining consensus, a naming process was undertaken, considering hierarchical structures for the subsequent brands within the group. The comprehensive branding process that followed ensured each brand, including E J Taylor & Sons, E J Taylor, EJT Construction, EJT:Renew, Millstar, Esmera, Fleetsmith, E J Taylor Foundation, and Specialist Support Teams, was distinct yet cohesive, reflecting the diversity of expertise within the group.
The culmination of this process was the development of a new website, serving as a dynamic platform to showcase the evolution of the construction company while preserving its core values and familial heritage. The new structure and branding positioned the EJT Group for a modern identity while maintaining its longstanding reputation.
To celebrate the launch internally, EJT Group hosted a summer party, where employees enjoyed the exclusive unveiling of the new identity. Simultaneously, the rebrand was strategically launched on social media, ensuring a broader audience engagement and fostering excitement around the company's transformation.
RESULT
The collaboration with Aphra resulted in the successful evolution of E.J. Taylor and Sons into the EJT Group, encompassing a family of brands reflecting various areas of expertise. The naming process and comprehensive branding efforts established a clear hierarchy, emphasising the diverse capabilities within the group. The new website became a visual testament to the group's transformation, harmonising modernity with the enduring values and roots of the company.
