VE+ was developed to help contractors and developers reduce finishes costs without compromising specification, performance, or design intent. The challenge was to position the service as fast, reliable, and low-risk for time-poor, margin-conscious teams operating under procurement pressure.
I led the full brand strategy and visual identity, shaping a clear, commercially credible brand that communicates value engineering without redesign or delay. From positioning and messaging to digital design and launch, the brand was built to instil confidence, reduce friction, and support decision-making at speed.
Brand direction
This moodboard was created to establish the visual direction for VE+, defining the tone and character of the brand before building the full identity system. The goal was to develop a look that felt clear, credible, and commercially grounded - aligned with the expectations of contractors, developers, and procurement teams.
Brand identity system
The visual identity system translated the initial brand direction into a consistent set of elements including typography, colour, and graphic language. These guidelines ensure the VE+ brand remains clear, professional, and recognisable across digital platforms and marketing materials.
From problem to proposition
VE+ was built as a practical response to a familiar problem in procurement — finishes costs rising, limited time to review alternatives, and high risk in changing specifications. The brand and messaging were shaped to position VE+ as a low-effort, low-risk solution, helping teams find compliant, like-for-like alternatives quickly and with confidence. Every touchpoint focuses on speed, clarity, and certainty, reflecting the realities of margin-conscious teams working under pressure.
Responsive design and mobile optimisation
Alongside the desktop experience, the website was fully optimised for mobile to support users reviewing information on-site or on the move. Layouts, hierarchy, and interactions were adapted to maintain clarity and usability across screen sizes. The result is a consistent, responsive experience that reflects how commercial and site teams actually access information.
LinkedIn organic content
Organic LinkedIn content was used to establish VE+’s presence and clearly communicate its value to contractors, developers, and commercial teams. It was the main social channel to procure potential leads. I was responsible for shaping the content direction, visuals, and messaging, ensuring consistency with the brand while addressing real procurement pain points.
LinkedIn awareness campaign
To introduce VE+ to contractors, developers, and commercial teams, a LinkedIn awareness campaign was launched focusing on clear, problem-led messaging. The campaign tested multiple creative formats including static and video ads to understand which messages resonated most effectively with the target audience.
Campaign performance and creative insights
Over the two-week awareness phase, the campaign generated 9,271 impressions and 78 clicks, providing early insight into how different creative formats performed. Analysis showed that performance was driven less by format and more by vaue-first messaging which consistently outperformed more sales-forward executions. These insights helped identify which messaging approaches were most effective for engaging commercial decision-makers.
Engagement and lead generation campaigns
Following the awareness phase, the campaign strategy shifted toward engagement and lead generation. Content was designed to encourage interaction and capture interest through targeted messaging and gated case study content, helping convert curiosity into measurable enquiries.
Top performing campaign results
The strongest engagement post achieved a 5.58% click-through rate and generated 62 clicks from just 1,111 impressions, demonstrating strong audience relevance and message clarity. Lead generation activity delivered 11 qualified leads from 27,193 impressions, providing early validation of demand for the VE+ service. These results helped confirm the viability of LinkedIn as a channel for reaching commercial decision-makers.
