Brand positioning and creation for rapidly expanding £125m B2B construction contractor.

Established in 2016 by a management team of experienced construction professionals, Magrock is a specialist contractor developing fast-turnaround facilities in the burgeoning Data Centre and Logistics sectors.

Based in a newly refurbished Head Office suitable to accommodate their ever-expanding team and with satellite offices across the country, they continue on a stellar growth trajectory that has already seen them achieve £125m in annual revenues.

Due to their rapid growth, they were being invited to tender for increasingly larger and higher budget projects. This prompted an evaluation of their brand positioning and marketing strategy to ensure they were effectively aligned with the challenges of the new audiences and provided a platform for sustainable growth.

The Managing Director contacted us as he was keen to talk to a B2B agency with experience working with businesses at a similar stage of their growth. He had a clear vision of the business' value proposition and a strong belief in the importance of brand consistency, as the brand would need to be as identifiable across digital channels as it would be on the hoardings surrounding construction sites.

An extensive suite of documentation – including HR, Bids and Pitches, Planning, Health and Safety and Compliance – was managed by internal teams using a variety of often custom systems. The brand had to seamlessly integrate with these management applications and enable admins to quickly and easily create on-brand and on-message documents.

We are experienced in developing B2B brands using the Design Council's 3-stage, triple-diamond methodology.

Stage 1: Discovery
We gathered information about the specialist sector of the construction industry in which they operate, their position in the market, their values and the challenges they face – from tendering to planning to delivery.

During the Discovery stage, the importance of presenting a brand that is committed to sustainable practices and minimising its impact on the environment was highlighted.

Stage 2: Development
The company name – Magrock – means ‘great strength’.  Terms such as ‘reliability’ and ‘confidence’ were core components of their value proposition.

Our creative team explored these themes during ideation and developed initial concepts based on the shape formed by the cornerstone of a building – the part of the building that gives it strength.  These concepts were presented to the client, along with demonstrations of how they would be implemented across different media and environments.

The concepts were refined over several rounds – with the client heavily involved – along with harmonising typefaces and the introduction of a colour palette reflective of a sustainable brand.

Upon sign-off of the chosen brand visuals, a detailed Brandbook was produced to provide a consistent, on-message framework for the third phase of the project.

Stage 3: Scale
The brand showcase was the new website.  Featuring video telling ‘The Magrock story so far’, a Case Study library, careers and a tender portal, the site was built around an easy-to-use Content Management System that enabled all sections of the site to be updated in real-time.

On-brand implementation across an extensive suite of digital, print, templates, large format assets, and office signage/furnishing was completed in collaboration with the internal stakeholders who would work with the brand.

With a hard deadline to launch the brand, effective time management was essential in completing Stage 3.

Our digital design team produced a teaser and, subsequently, a reveal video to launch the brand at an event at the client’s new offices, with many customers in attendance.

The brand has become a familiar sight on construction sites across the country, vehicles in the local area and at the many events they attend. This has helped to raise awareness and enforce the values of the business.

The company continues on their rapid growth trajectory, with a brand that sits comfortably alongside the giants of the construction industry.

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