A respected player in the Auckland building market for nearly 30 years, CMP Construction came to us with a big question: Do we rebrand, or do we refresh our brand? They were open to either pathway, if we could provide a strong case, so we put our research hats on to identify the best course of action. Our delving uncovered significant recognition of the brand in the Auckland construction marketplace, which made a brand refresh the logical way forward.
Logo design was the first step in a multi-tiered approach to updating CMP’s brand. We chose a new colour palette and fresh typography, then gave the box symbols a contemporary makeover. The resulting logo inspired an entire look and feel that we applied across every touchpoint in CMP’s customer communication programme. A new tagline ‘Managing Excellence’ gave the CMP initials meaning, making them more of a brand asset.
Timing of the brand refresh was set to coincide with the start of several sizeable building projects on high-visibility sites around Auckland. The new CMP Construction branding was exposed to the Auckland market on site fencing and signage, company vehicles and worker uniforms. Feedback to date has been overwhelmingly positive, from clients as well as industry peers.