Building an employer brand for Cordeel.
Cordeel is one of Belgium's largest family-owned construction groups. We extended their corporate identity into a full employer brand — One Big Family — built to attract, welcome and keep talent in a fiercely competitive sector.
- ClientCordeel Group
- SectorConstruction · Engineering · Energy
- ScopeEmployer brand strategy, visual identity extension, asset & template system, animations, internal & external rollout
- Year2024
As a growing family-owned group active across construction, engineering, energy and innovation, Cordeel needed to make itself unmistakably attractive as an employer. The corporate brand was strong, but it spoke to clients — not to future colleagues. The challenge: extend the existing identity into a dedicated employer brand that could rally an internal community of thousands and convince young talent that Cordeel is the place to build a career.
We built One Big Family — a positioning that captures what makes Cordeel singular: a family-run group that treats its people like family. From that single platform we extended the visual identity into a recognisable employer brand language: a confident wordmark integrating the Cordeel "C" into the numeral 1, a saturated red palette pushed further, a cast of duotone portraits of real Cordeel employees, and a complete system of templates, assets, animations and merchandise so the brand could show up consistently from career site to onboarding kit.
- 01Employer brand positioning & narrative.
- 02Visual identity extension (logo, type, colour, treatment).
- 03Photography direction & duotone portrait system.
- 04Career website art direction.
- 05PowerPoint & Keynote template system.
- 06Logo and intro animations.
- 07Aftermovie & social-cut edits.
- 08Branded merchandise (mugs, bottles, onboarding kits).
- 09Internal launch toolkit.
“One Big Family gave Cordeel a recognisable, ownable employer voice — a brand colleagues are proud to wear and candidates immediately recognise across every touchpoint, from job posts to onboarding day.”
