Miller Clapperton: Branding

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Challenge

MillerClapperton puts the final façade on some of the most notable buildings in Atlanta and across the U.S., but their brand was dated and didn’t reflect the beautiful architecture and design that they were entrusted to carry out. We were hired to assess their name, logo, branding architecture, website and visual identity.

Approach

After conducting stakeholder interviews and industry research, we developed a brand architecture and naming convention for MillerClapperton. We also developed a brand position, tagline, logo and visual identity that was memorable, fresh, ownable and authentic.

Results

The updated brand identity helped sync perceptions to their industry leadership, increasing RFPs in the process. The new tagline, “We cover buildings and you,” combined the fact and emotion to communicate the brand’s position as a trusted and reliable source. The easy to navigate and modern website quickly shows MillerClapperton’s most notable work because after all, everyone wants you to “show them, not tell them”.

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