Laing O’Rourke – United

  • Project:
    United Employer Brand Initiative
  • Client:
    Laing O'Rourke

Laing O’Rourke are a global construction solutions provider responsible for building some of the world’s iconic infrastructure. However managing the internal communications of such a widely scattered and diverse workforce was not without its challenges.

Unlike previous internal comms initiatives this one had to be lived by all who were touched by it. United was chosen as the vehicle to communicate four messaging pillars. A campaign DNA was developed alongside a visual look and feel which was deliberately not too ‘marketing’. The campaign was rolled out from head office to building sites and adorned everything from hard hats to salt and pepper pots. Prior to launch a number of ‘champions’ were enlisted to help manage the initiative, answer questions and advocate the merits of the initiative.


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