MacKay Sposito

The Challenge: Define a clear, comprehensive brand personality that honors their history.

MacKay was thriving, but mostly as a group of individuals. The brand lacked clarity, definition and any compelling personality. This made it difficult for people throughout the company to succinctly communicate the company’s offer, nor did they have the tools to be effective and consistent.

With no clear direction internally, clear messaging externally also suffered. Employees needed a clear focal point and story to rally around - a tangible message to take hold of and live out on a daily basis no matter their role.

Project Scope

The Solution: A memorable brand personality

We distilled MacKay Sposito’s core personality traits into a few key words and concepts to establish something memorable - and a rallying cry was born. With all aspects of the business encompassed within a distinct brand personality, employees know exactly how to deliver value to their clients. Since the brand personality was built on established core traits, behavioral change didn’t have to come into play. Instead, MacKay now has clarity and definition about who they’ve always been so that they’ll never be lost in the herd again.

The Results

With a strong brand personality leading the way, we had a clear map to a visual identity that truly reflected that brand. The new design embraced MacKay Sposito's vibrancy, personal touch and freshness – a unique position in a service-based industry that helped win the first proposal they pitched using the new standards.

MacKay Sposito’s brandmark, or “Join Mark” is derived from the mathematical symbol for Natural Join. The Join Mark is infinite, and journeys without an end, because relationships do not end when the project does. The Join Mark doubles as both an ampersand and a plus sign, all analogous with natural partnership.
The corporate font chosen is a clean and legible modern sans serif typeface that retains a uniquely charming character with its rounded corners and rolling curves, for a soft and friendly appearance.


It’s not enough just to develop the tools for a brand. Once a brand has been defined, we use those tools to express that brand to the world.

Mackay sposito biz card mock

Brand Journey Video

We created a video to help the company’s leadership articulate the purpose for this initiative and explain the value of undertaking such a journey.

MacKay Sposito Brand Journey from VLSCS on Vimeo.

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