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SkillBuild Restyling
CLIENT:
CITB
PROJECT:
Restyling the UK’s largest construction competition for trainees and apprentices.
EXPERTISE:
Creative Direction / Art Direction / Production Planning / Design
ROLE:
Creative Director
TEAM:
Simon Barnes / Adam Little
CHALLENGE
SkillBuild had been a cornerstone of the construction industry for over 40 years, but its brand no longer reflected the ambition, creativity and pride of the next generation entering the sector. The challenge was to modernise the identity while reconnecting with young trainees and apprentices.
IDEA
Young people don't just choose careers; they choose communities.
Rather than positioning SkillBuild as simply a competition, we reframed it as a platform for pride, creativity and belonging – celebrating the people shaping the future of construction.
STRATEGY
I led the brand repositioning and visual transformation, developing a vibrant, digital-first identity designed to engage young audiences across social and live events. We created a flexible design system, supported by authentic content captured at regional heats, and developed a social strategy built around participant stories, community and industry advocacy.
IMPACT
The refreshed brand transformed engagement with the next generation of construction talent. Instagram interactions increased by 1,115%, impressions by 478% and content views by 1,000%, helping SkillBuild rebuild relevance, participation and pride within the industry.
