Fluor
Building the right image
Fluor Corporation is one of the world's largest, publicly owned engineering, procurement, construction and maintenance services organizations. Over the past century, Fluor, through its operating subsidiaries, has become a trusted global business leader by providing exceptional expertise and technical knowledge across every phase of a project.
Challenges
Facing a rapidly changing and increasingly globally competitive environment, Fluor had developed a new business strategy aimed at greater emphasis on higher growth and higher margin segments. It needed to become better known and better understood among its key constituencies
Actions
Developed a new Fluor Corporation logotype to differentiate from its key unit, Fluor Daniel. Modified Fluor Daniel logotype to improve recognition and visibility. Extended Fluor Corporation design to new units—Global Services and Signature Services
Developed positioning platforms for Fluor's key units—Fluor Daniel, Fluor Global Services and Fluor Signature Services
Develop a comprehensive visual identification system and electronic guidelines to ensure consistent replication of marketing materials over time