Ironside is a contemporary construction business specialising in multi residential apartment developments

Creating a brand that’s built to endure.

It’s been a busy three years for Ironside. We felt it was time to celebrate, communicate and reflect that growth with a brand evolution designed to bolster Ironside’s detailed history and accurately represent the company’s depth, vision and values. We wanted to communicate the brand with the authority and leadership that underpins our business, and that speaks to our expectation of excellence in a voice that both clients and employees would instantly recognise as ironically Ironside.

Collaborating with creative agency 3 Deep we endeavoured upon brand strategy, creative production and the implementation of a unique ecosystem of digital, print and environmental marketing and communications underpinned by our brand pillars of legacy, excellence, innovation and integrity. 

Importance of the name

Ironside’s name is derived from a moniker, historically reserved for great strength, power and endurance. Therefore, in a space dominated by ambiguous acronyms, Ironside stands sovereign as a clear reflection of capability, culture and intent. 

Our ‘Build to Endure’ philosophy celebrates our resolute dedication to quality and sophistication as well as our ambition to be the builder of choice for the most respected, influential and powerful people in Australia.

Paying homage to ‘Dazzle Camouflage’

As a business of influence with accomplished leadership skills, Ironside had no desire to conceal its position. Instead, the brand confidently asserts itself in order to create strategic distance between competitors and peers.

In order to highlight this confidence, 3 Deep established a series of graphic devices that paid homage to ‘Dazzle Camouflage’. Used extensively throughout WW1 as ship camouflage, the Dazzle pattern was not intended to conceal a vessel but confuse the enemy as to the intended target's range, speed and location. That same ingenuity and refusal to maintain the status quo is now reflected in Ironside’s renewed branding both on site and in all communications.

The brand program too diverged from a traditional construction aesthetic and was bolstered by a considered approach to image making and art direction. Utilitarian objects were transformed into artful observations while live construction sites were seen as opportunities to speak to Ironside's passion for construction and exacting attention to detail.

This extensive brand renewal is now entering the roll out stage where a suite of tactical initiatives and programs will be visible across all business touchpoints. From websites to work-sites across Victoria, the new branding will champion the Ironside legacy and boldly reaffirm our dedication to the relentless pursuit of perfection.