What should stay consistent across our brand's audiences?

Shared messaging themes let a brand address different audiences without changing its underlying purpose. Wates needed to communicate with audiences ranging from homeowners to politicians, while giving its workforce tools to express its purpose: "Reimagining places for people to thrive".

For Wates, a strategic messaging framework organised communication around three complementary ideas: "the power of reimagining", "how we thrive" and "we are grounded". Each supported the same purpose, while the accompanying copy enabled Wates to flex its voice for different audiences. The visual identity also expressed that purpose through reportage photography capturing authentic, thriving moments and an illustration style offering flexibility and clarity.

Use a shared framework to guide audience-specific messages. Change which theme receives emphasis, rather than creating a separate account of what the brand stands for.

Common qualities can hold an identity together across audiences with different needs. Everywhen needed to speak to individuals, small businesses and corporate enterprises, combining the scale and professionalism of the business with an approachable, human character.

Everywhen's messaging was rooted in humanity, pride and partnership. Its personality combined warmth with authority and seriousness about risk without stuffiness. The Everywhen shield represented protection, continuity and connection. Story-led photography featured clients and communities in real environments through the lens of the shield, while custom icons echoed its curves. A colour palette drawn from durable materials and the natural landscape reinforced the idea of a business built to last.

Keep shared qualities visible in both language and design. For a broad audience, consistency can come from a recognisable character and visual vocabulary, rather than identical wording or imagery in every application.