As a well-established company opened in 1974, MacKay Sposito has experienced some growing pains in recent years. As they expanded services, entered new market sectors, added new employees and fought off the recession, they encountered confusion over who they are and what they do. And that confusion was shared both internally and externally. Plus, like many companies in the service-based industry, their brand individuality fell prey to the herd mentality.
Define a clear, comprehensive brand personality that honors their history.
MacKay was thriving, but mostly as a group of individuals. The brand lacked clarity, definition and any compelling personality. This made it difficult for people throughout the company to succinctly communicate the company’s offer, nor did they have the tools to be effective and consistent.
With no clear direction internally, clear messaging externally also suffered. Employees needed a clear focal point and story to rally around - a tangible message to take hold of and live out on a daily basis no matter their role.
A memorable brand personality delivered both internally and externally.
Imageworks distilled MacKay Sposito’s core personality traits into a few key words and concepts to establish something memorable - and a rallying cry was born. With all aspects of the business encompassed within a distinct brand personality, employees know exactly how to deliver value to their clients. Since the brand personality was built on established core traits, behavioral change didn’t have to come into play. Instead, MacKay now has clarity and definition about who they’ve always been so that they’ll never be lost in the herd again.
With a strong brand personality leading the way, we had a clear map to a visual identity that truly reflected that brand. The new design embraced MacKay Sposito's vibrancy, personal touch and freshness – a unique position in a service-based industry that helped win the first proposal they pitched using the new standards.
It’s not enough just to develop the tools for a brand. Once a brand has been defined, we use those tools to express that brand to the world.
Brand Journey Video
We created a video to help the company’s leadership articulate the purpose for this initiative and explain the value of undertaking such a journey.