McConnell Dowell engineering – an international company, who needed a rebrand to indicate their leadership within the competitive engineering market. The existing brand although tired was still strongly recognisable and was the starting point for the new.
The process included a comprehensive brand audit of all existing collateral, interviews with staff and clients to form the strategy for the new brand direction. ‘Meet the challenge’ became the proposition which the brand was to be developed from, reflecting the strong will of the staff as well as the monumental projects and materials they work with.
The process included the creation of a brand story, logo revision, custom font, brand guidelines and the introduction of the ‘MacDow’ informal logo mark. The brand rollout continued for over a year to all global regions including Australia, New Zealand and Pacific, South East Asia and the Middle East.
TASK: Brand audit, logo revision, strapline, brand system, brand implementation, brand guidelines.