What Does Your Brand Say About You?

One of our many great clients is Maugel Architects Inc. which is located in Harvard, MA and specializes in corporate architecture and interior design from retrofits to out of the ground construction. When we met Maugel just over a year ago, they had just celebrated their 19th year in business and had an established brand identity that was developed over time. In preparation for their 20th year celebration and in response to a renewed marketing effort, they wanted to update their existing brand, which is a challenge that we love to take on! Their existing brand incorporated a rectangular box with a positive and negative “MA” and their tagline was “Service + Commitment + Communication + Design Excellence”. They used both very consistently and had very professional marketing materials, but neither gave you the essence of who they were or gave you a compelling reason to inquire further.

We spent several brainstorming sessions—or as the client called them “couch sessions” to get to the root of who they were as a company and establish their differentiator (listening and project approach), their mission (to design for a better world), values, etc. With this information, we were able to design a brand that not only refreshed the look and feel and paid tribute to their existing brand, but related to who they were. We established their tagline as “listening is our leverage” and recreated their logo with an abstract fulcrum to represent that “leverage”.

What story is your brand telling about you and your company? Is it aligned with what you do and how you want to be perceived?