BRAND REFINEMENT | EXHIBIT & DISPLAY | WEBSITE DEVELOPMENT | PHOTOGRAPHY | VIDEO | COLLATERAL MATERIALS
Branding Challenge:
Branding Challenge:
Having developed and used various iterations of its logo and design styles over the years, MacLean was looking to develop a focused, values-based brand approach.
Solution:
Our first task was to evaluate the logo. We determined that MacLean Engineering was well enough established in the industry to allow simplification of its wordmark to "MacLean". The current green and red was saturated and matched a colour palette typically associated with Christmas. In order to maintain recognition with the established image, we toned down the colours, resulting in a more corporate feel suited appropriately for the mining industry.
The next task was to develop a new website which clearly differentiates its corporate level and four divisions: mining, municipal, environmental and industrial products. The first step was the development of key brand value statements which were visually articulated on the home page slideshow through dynamic photographic images. To differentiate the divisions within the umbrella of the corporate brand, we developed a subset of colours – one assigned for each division. These colour themes were integrated subtlely into the over arching corporate theming.
Collateral and marketing materials have been redesigned to reflect a new, modular style. We provided photography services which included employees at work, portraits, facilities and equipment.
