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Creative Portfolio: Research and Strategy in Action, Action Driving Business Results
MCorp. | Strategic Brand and Marketing Consultants | www.mcorponline.com
Presented to
Presented by
Mr. Mark Garwood CEO President CEO,
Michael Hinshaw Managing Partner
Mr. Mark Chapman SVP, Chief Marketing Officer
October 30, 2008 v2
Page 1
Client: Principal Builders
Irreverent start-up positions itself for market leadership by standing apart from the old-guard competition. Services Provided: Competitive and Customer Research Strategic Planning Brand Articulation Logo and Tagline Graphic and Communications Standards Corporate Collateral Customer Acquisition Website Design
Business Challenge: Breaking a start-up into a well-established, conservative market.
Results: Skyrocketing corporate growth, a client base of true fans, and the beginnings of a revolution.
Launching with the stellar reputation of its founders was enough to make startup commercial construction firm Principal Builders a success its first year. But this visionary group needed more than that to create the company it dreamed of. The challenge was to build a brand that spoke to the company’s principals, would resonate in the marketplace, and have a positive impact on how the construction industry conducts business.
The accessible, irreverent, and masculine system was applied to a fleet of trucks, corporate brochure and business papers, website, construction site banners, wearables, and direct mail campaigns.
Approach: Don’t fear being bold if the message is on target, and the time for change is ripe.
Their campaigns routinely garner a 15% response rate, the firm has completed over 150 significant projects in three years, and they’re routinely sitting at the bidding table with the “big boys”. Their brand is recognized city-wide, and there is no doubt where their principles and commitments lie.
After codifying the results of senior-level internal research, MCorp. turned its focus outward to customers and prospects. The resulting recommendations for brand principles, attributes and vision drove a bold brand promise that Principal Builders knew would shake up the market. The resulting visual brand incorporated a simple logo and tagline, with a more complex system of interconnecting elements: principles, characters, and color palette, that truly defined the brand.
MCorp. | Strategic Brand and Marketing Consultants | www.mcorponline.com
Page 2
Client: Principal Builders
Corporate Identity Because the client set out to not only grow its business but revolutionize how the construction business works, a logo and tagline weren’t enough. MCorp opted for a simple p logo, g , which marries with a series of principles and a cast of characters. Together, solo and in combination, they create the Principal Builders identity.
MCorp. | Strategic Brand and Marketing Consultants | www.mcorponline.com
Page 3
Client: Principal Builders
Brand Standards: The series of “characters�, principles and color palette that encompass the brand lead to a very flexible and complex branding system. This comprehensive Brand Standards Manual ensures that h the h visual brand will be used to maximum effect, but without corruption. As important, the building blocks of the brand are detailed in the Brand Values section, and the Principle Builders tone and style is articulated in the Brand Voice section. This book has grown over the years, as new materials are created. Every year MCorp. provides a new CD with updated MCorp. | Strategic standards andBrand and Marketing Consultants | www.mcorponline.com artwork.
Page 4
Client: Principal Builders
Website: The Principal Builders website is simple and clean, acting as a collection point for news and shots of newly completed work. Each section is branded with a “cube” with its own character h and d color l palette, and the pages provide an excellent vehicle for posting client’s rave reviews.
Website home and primary pages with character cubes and testimonials
MCorp. | Strategic Brand and Marketing Consultants | www.mcorponline.com
Page 5
Client: Principal Builders
Direct Mail: In addition to an annual party for clients, prospects, vendors, friends and f il P family, Principal i i l Builders addresses prospecting and outreach in unusual ways. Rather than directly asking for business, the company provides gifts that are not only appropriate, but are Principal Builders- branded from head to toe.
This New Year’s Card offered a choice of a polo shirt, muffler or baseball cap – all branded – via a simple sign-up form on the corporate p website.
Because one of the company’s brand values is to have fun and enjoy work, this approach is well in step with who they are.
Rather than mailing out a new corporate brochure, the Company brought prospects up to date on the past three years via a deck of trading cards that highlighted employees, completed work, clients, and as always, their principles. MCorp. | Strategic Brand and Marketing Consultants | www.mcorponline.com
Page 6
Client: Principal Builders
Business Package: For the serious business of submitting bids and communicating with clients and prospects, Principal Builders uses a very clean and user friendly system. Without losing the grid id and d the h bright bi h color palette, the focus of the business package is to make information easy to find. The horizontal tabbed, spiral bound proposals use three interchangeable covers, all with a die cut but mimicking different materials and textures.
Business papers for client correspondence and templates for proposal submission
MCorp. | Strategic Brand and Marketing Consultants | www.mcorponline.com
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