Anatomy of A Rebrand

When C2MG Builders entrusted us with their rebranding vision, we embarked on a journey that showcased our expertise and creativity. Our task was not just to articulate the brand mission, but to develop a brand promise that resonated with the company’s values and the expectations of its stakeholders. This dynamic and ongoing process involved devising a new marketing strategy, developing a visual identity, verbal identity, a website including writing the copy, corporate literature, a media plan for print and digital advertising, brand-centric social media, a new logo and a Brand Guide.

The new logo is more than just a visual representation of balance, a fundamental principle in architectural design. The serif font capital letters, centered in squares, symbolize equilibrium, reflecting the company’s commitment to stability and balance in its projects. The word ‘builders’ is balanced on a platform, further reinforcing the idea of stability and balance in the company’s construction work.

The core color palette, chosen with strategic intent, is a testament to the brand’s strength and reliability. The invigorating red reflects the brand’s strength, while the navy blue symbolizes stability and professionalism – all core pillars of the C2MG brand.

The new website incorporates video, showcases the firm’s portfolio and extensive industry experience, and highlights C2MG’s compassion and sense of social responsibility. It includes Blog video interviews where the principals express their strong commitment to giving back by supporting organizations that assist those in need, including Home Base, a Red Sox Foundation in the Massachusetts General Hospital program that’s dedicated to healing the invisible wounds of war for veterans of all eras, service members, military families, and families of the Fallen, all at no cost to them.

The first in a series of corporate brochures is designed as an accordion fold for economy in printing. It brings together elements of the website and brand-centric social media. The brochure folds down into a square format, the shape echoed in the logo and fits into a navy blue square envelope. The square conveys a sense of stability, symmetry, and simplicity in a building’s construction.

The print and digital advertising is currently running in Modern Luxury Interiors New England, New England Home, and Boston Design Guide. It features C2MG projects and the signature headline, “The Art Of The Craft” and the following copy. We are builders. We are craftsmen. We are dedicated to bringing old-world processes, values, and artistry to modern-day architecture and construction.

The brand-centric social media brings it all together and leverages the signature headline and copy from the print advertising. We incorporate links and popular industry hashtags that we evaluate for performance on a monthly basis. The Social Media engagement rates for C2MG range from 12.82% on Facebook to 19.26% on Instagram and 36.17% on LinkedIn. Above 6% is considered a very high engagement rate.

Stories expand on the concept and introduce an additional element of the brand promise – reimagining and redefining luxury homes with the belief that design is timeless regardless of the time it was made.

With every branding project, we develop a Brand “Guide Book” that clearly defines the specifications and standards that should be followed to maintain brand consistently in all outreach.

It is our distinct pleasure to work with clients like C2MG Builders, who understand that embracing the process of collaboration is the best way to build a memorable brand.