Challenge
Based on the reputation of its founders, startup commercial construction firm Principal Builders was an unqualified success in its first year, even without a brand. But this visionary company wasn't content to rest on that. Its goal was to brand itself true to its principles and its long term mission of impacting how the construction industry conducts business.

Approach
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, vision and promise was delivered with both internal and customer-facing interpretations.

MCorp. then embarked on a visual brand development process that incorporated a system of interconnecting elements, principles, characters, tagline, logo and color palette, and a format to unify these elements. The accessible but masculine system was applied to a fleet of trucks, corporate brochure and business papers, website, construction site banners, wearables, and direct mail campaigns.

Results
Firmly established by their brand with a clear position and significant market awareness, an irreverent direct mail campaign garnered a 15% response rate, and the company's annual growth is exponential.


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