Bell were tasked with developing a JV brand in 3 months from brief to delivery. Our process was anchored by a series of brand workshops involving senior players across three business cultures. They resulted in a brand proposition and shared set of values and enabled the three businesses to work as one. These were woven throughout the bid document. We created a website – www.fusion-jv.com – and a brand ethos booklet, to communicate to staff what was being done, how and why. Where initially there had been a sense of mistrust, now the feedback was of tangible excitement. Having implemented the brand on and offline, the Fusion JV won the lucrative HS2 central enabling works contract.