GROUNDWORKERS WITH HEART

Redefining GRK Civils From the Ground Up

Overview

GRK Civils, a Leeds-based groundwork and civil engineering firm, had built a strong reputation for hard work and reliability — but remained largely invisible beyond word-of-mouth referrals. With ambitions to grow, attract top talent, and compete with larger players, GRK turned to Sprout Creative to help redefine who they were and how they showed up. The result was a brand transformation that celebrated their people, modernised their presence, and made them proud of who they are.

The Challenge

Despite their solid reputation on site, GRK’s brand didn’t reflect the scale, skill, or personality of the business behind it. They had no marketing resource, no internal expertise, and little understanding of how brand could influence growth.

They wanted to raise awareness, attract great people, and stand confidently alongside big-name contractors — but their visual identity and communications made them look small and outdated. The business had reached a ceiling; without change, they risked being left behind.

Our Role

Recommended by an industry peer, Sprout Creative became GRK’s strategic partner, leading every stage from discovery to activation. We began with brand workshops to uncover what really set GRK apart — their integrity, camaraderie, and care.

Through strategy and design, we positioned GRK as “Partners Beyond Groundworks” — a reflection of their reliability, professionalism, and human touch. We developed a full brand system, tone of voice, and activation plan to help them show up consistently across every touchpoint, from site boards to social media.

Our Solution

This wasn’t just a visual overhaul; it was a cultural shift. Together, we built a brand world that expressed GRK’s heart and pride.

We delivered:

• A new identity and brand system, grounded in trust, craftsmanship, and care

• A comprehensive Brand World Guide, defining their purpose, values, archetypes, and communication style

• Office and site signage, transforming spaces into expressions of brand and culture

• ‘On Our Watch’ and ‘Hands Pace Space’ safety campaigns, bringing personality and purpose to site life

• Branded materials including stationery, vehicles, and on-site safety boards

• Merchandise and printed assets to instil pride across the team

• Social media management, blending project insights with personality and purpose

The new brand didn’t just look the part — it gave the team confidence, alignment, and clarity. They were no longer “just groundworkers.” They became groundworkers with heart.

The Impact

GRK quickly stood out as one of the most professional, human, and brand-conscious civils firms in the region. The transformation elevated how clients, competitors, and recruits perceived them — from small subcontractor to trusted delivery partner.

Internally, the brand gave employees a sense of pride and belonging. The new headquarters became a physical representation of that confidence, and their social channels came alive with stories that showcased expertise and care.

By mid-2025, GRK reported it was on track for its best financial year yet, proof that brand clarity drives business growth.

Ditching the Dull

In an industry where many groundworkers shy away from brand and marketing, GRK leaned in — and it paid off.

We challenged old perceptions by showing that a groundwork company can be both tough and tender; that professionalism and pride can coexist with humility and heart. The spark of this project was simple but powerful: branding doesn’t just change how a company looks — it changes how a team feels.

GRK are proof that when you build from purpose, people take notice.

At a Glance

Client: GRK Civils Ltd

Purpose: Reposition GRK Civils as a modern, professional, and people-centred groundwork brand

Sector: Construction / Groundworks

Services Delivered: Brand strategy, identity, tone of voice, signage, culture campaigns, site comms, social media

Project Duration: April 2022 – May 2025

Collaborators: Internal GRK leadership team

Outcome: Unified identity, cultural alignment, renewed confidence, record growth year

Contact Sara