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.