Morgan Sindall: It’s an evolutionary process

Morgan Sindall are the construction and infrastructure division of Morgan Sindall Group plc, a leading UK construction and regeneration group. They deliver public and private sector projects of all sizes.

In our latest collaborative project, Mzuri were tasked with producing a piece of creative marketing collateral to promote their new approach to job procurement. We started brainstorming, followed by a period of research to create some mood boards and quickly establish and agree a creative direction for the client.

Through this initial discovery stage of the project, we explored different printed solutions. The scale of the proposed diagram and the amount of content it contained required us to rethink the normal leaflet route. We experimented with a number of different solutions, settling on a poster that would in turn be folded up into an 8 panel leaflet to clearly divide the content into bite size chunks.

During the development phase, we worked up a number of routes alongside different diagram styles to best conveyed the multi-level and multi-stage approach to procurement that Morgan Sindall have developed. It was essential to show how Morgan Sindall were evolving the procurement process from a traditional two-stage process into a more collaborative approach, allowing greater flexibility for the customer to make decisions during the process.

Evolving diagrams for Morgan Sindall’s new procurement process

Working collaboratively ourselves, both design and marketing departments worked closely with the client to define the key areas behind the ‘Process of Evolution’. Several iterations of the diagram were produced, each working to simplify the key messaging and new process structure. A key aspect of the design was to differentiate the stages, which we did through visually stepping the levels in conjunction with the full Morgan Sindall colour palette that really helps lift the diagram.

Alongside the diagram, supporting messaging was developed to explain the reason for the change in approach. Using this messaging we were able to create a visual story of how Morgan Sindall were tackling a ‘challenging market’, and how they were evolving their process to meet the customer needs.

The final solution was well received by the client and their customers, providing a clear guide to the new process of Evolutionary Procurement.

“The team at Mzuri has worked wonders again. Originally an on-screen presentation and a ‘can you do something with this?’ brief, they used their experience to coax out the key features and benefits, provided suggestions as to how it could be presented to have maximum impact, and delivered this succinct, bold and well-received hand-out.  This is why I have come back to Mzuri time and time again over the last eight years.  Aside from being a wonderful team and an expert design and marketing agency, it’s their willingness and ability to translate my idea into a detailed brief that I value the most.”

Angela Purse
Preconstruction Manager