Balfour Beatty

When a company as large as Balfour Beatty undergoes a brand refresh, the challenge is much greater than just creating new brand guidelines—it’s ensuring they’re adopted, executed, and maintained across multiple regions consistently. With different teams responsible for marketing in various U.S. markets, there was a risk of inconsistent messaging, diluted visuals, and a fragmented digital presence.

Maintaining brand credibility and engagement required more than just a new look. Balfour Beatty needed a scalable, structured approach to unify their messaging, maintain global brand standards, and enhance their social media and digital marketing impact.

That’s where we came in.

We knew that the key to success was not just providing guidelines but empowering their team with the tools, training, and content strategy needed to implement them effectively.

We started with deep research—stakeholder interviews, competitive benchmarking, and market analysis—to ensure our strategy aligned with the industry landscape and audience expectations. From there, we developed a customized social media and digital marketing strategy that covered:

• Social Media Guidelines: Verbal and visual frameworks tailored to each platform.
• Organic & Paid Campaigns: Targeted initiatives for talent acquisition and project pursuits.
• Nationwide Training Programs: Equipping marketing and business development teams with best practices for brand consistency.
• Content Marketing Strategy: A framework for customizing content at the local market level while maintaining national and global brand integrity.

The strategy wasn’t just about alignment—it was about empowerment, giving the Balfour Beatty team the confidence and clarity to execute digital marketing at a higher level.

Working hand-in-hand with the communications and marketing teams, Balfour Beatty experienced:

• Increased digital engagement across social channels.
• Stronger brand consistency across regional teams.
• Successful project pursuits and talent acquisition campaigns.
• Enhanced internal efficiency—clear guidelines and tools to execute without confusion.
• Competitive advantage—outperforming competitors in digital and social engagement.

Flo. continues to partner with Balfour Beatty, providing strategic guidance and marketing support to ensure their brand remains strong, consistent, and adaptable across all regions.