Klyp / Construction Skills Queensland
Branding, marketing collateral, tone of voice. 


In Brief

CSQ needs to remain relevant moving into the future, and needs to ensure it is agile enough to respond to the needs of the building and construction industry during the challenge of a changing economy.
— Client brief

Construction Skills Queensland (CSQ) is Queensland’s building and construction industry’s peak body, developing and supporting skilling solutions, workforce planning and advocacy services. CSQ connects the industry’s key stakeholders:

  • Workers
  • Employers
  • Government
  • Industry groups
  • The public

To coincide with their corporate restructure, a brand audit and overhaul was commissioned (below: legacy collateral).

Existing collateral


A key project challenge was to educate the CSQ board on the commercial value of branding and what the creative journey looked like. This was achieved over a series of client workshops – the first milestone outlined what a brand is, what it represents, and what it consists of.


This was followed by an audit and exploration of their current and ideal company values, mission and vision. Overlaid against their business model, key themes were identified as areas of research:

  • Partnership, collaboration and relationships
  • Hub and connections
  • Construction
  • 'Tradie talk'

Discussion around the research brainstorming and findings then laid the foundation of the visual brand mark, designed elements, and tone of voice.


The Outcome

The resulting brand is a bold, modern and somewhat cheeky embodiment of the construction industry, giving CSQ the stickiness and relevance in the communication of its message while standing proud at the forefront of workers' advocacy and promotion.