Suffolk
Preparing to move from founder to CEO, and from “construction company” to“innovative enterprise.” After nearly 40 years of growth, the company had expanded far beyond its humble beginnings in Boston to become a national powerhouse across five different regions and with a few thousand employees. It was time to step back, reflect, and define a universal cultural truth that everyone could identify with and rally around.That would be the root foundation of a new brand strategy and visual identity rich with meaning and intention, designed to inspire a powerful launch toward their ambitious future.
We rebuilt the brand from its core, inspired by its ambitious culture of pursuit. To infuse meaning and intention into the brand, we needed to first understand the company and its people. We talked to key stakeholders and the people in their key offices to get perspectives from those who matter the most. We visited corporate offices and work sites countrywide, extensively photographing the full breadth of the Suffolk ecosystem. We observed current industry trends while digging through their visual and strategic history.
The new brand identity rises above an industry reluctant to change to compete in an ever-evolving world of innovation. A new value proposition informed a reorganization of their business architecture. Revealing three distinct pillars, each with their own unique identity: Invest, Innovate, and Build. The new strategy and identity amplified the vision of the business setting them up for a new chapter of growth and success. To be the disruptor, not the disrupted. To prove impossible wrong.
Masterbrand Guidelines Snapshot
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