The Overview

Collier Construction was launched in 2002 with a desire to operate differently than the typical builder. Although they build structures, their focus had become building relationships with customers, employees, subcontractors and vendors who work together to make a project a reality.

Believing that no job is more important than the people involved in that job, they pride themselves on their commitment to those relationships. And in the process of building strong relationships, they craft exceptional structures that take into account the environmental and economic impact on their owners and on the community.

The Opportunity

The company's values embody the values of Ethan Collier, its founder and president. For the first years of their business, Ethan's compelling vision was only communicated through one-on-one interaction between Ethan, key staff, and customers. Collier Construction lacked a graphic identity or branding strategy to communicate effectively with a broader audience, and there was wide perception of Collier as a small residential builder even as the crews were also successfully constructing high end residential and large commercial projects.

Collier asked for help creating a visual identity that would communicate the benefits of their experience as a larger and more experienced contractor that:
- has experience in commercial and residential work;
- is adept at new construction, high dollar additions and renovations;
- puts relationships and quality above profit;
- understands the relationship between home building and community building;
- sees the value of the structure as delivering on a client's investment.

Perhaps most importantly, any identity must support the maintenance of these values during growth and future success.

The Strategy

Under the direction of designer Matt Greenwell, Collier was created a brand identity that communicates a warm, inviting professionalism that appeals to a broad spectrum of clients, from the eco-conscious upthinker to the most profit-oriented bottomliner. The new brand aims to achieve the same high bar of quality set by Collier's building practices: customized to project needs, accommodate large or small budgets, retain their value for years to come, and focus on the good of the community.

The redesigned word-mark connotes a human touch, using formal elements to reference stability, strength and precision while also communicating trust, accessibility and refinement. The design team took its cues from the customer first, rather than from marketing manuals, and created a mark that is less about "beating" the competition, differentiating, out-selling or profit-making.

Instead, the focus on a very human approach to an industry that is stand-offish and uniform. This helps position the expectations of the public for exactly what Collier will deliver: an honest, intelligent and direct relationship-based work ethic; best green practices; and great structures.

The color palette of blue, green and grey alludes to Collier's environmental commitment, and is versatile against a broad range of tertiary color. A unifying theme of half-circles (evocative of the "CC" of Collier Construction) use simple, pure geometry to communicate both solidity and accessibility. Printed advertisements, billboards, signage, printed collateral and web design all reinforced these principles, often using headlines that are puns or plays on meaning to highlight Collier's smart application of simple values. Body copy expands upon each headline in the context of the event or opportunity being promoted.

In many cases, the work of the designed material is simply to support Collier's internal commitment to community support and neighborhood development, through the donation of time and services in-kind. When a North Chattanooga school renovation project asked for Collier's assistance, Collier's signage stated the simple, obvious truth without a hint of irony: “Here to Help.” The resonance of the message among the volunteers and the community show the successful alignment of real (Collier building) and perceived (Collier brand).

A Collier campaign promoting the businesses being renovated and launched during the revitalization of Chattanooga's Main Street — “We Believe in Main Street” — was adopted by Main Street itself to promote its extraordinary growth and change.

Collier's interchangeable taglines most commonly feature “Building a Better Way”, a carrier for Collier's commitments to structure and innovation, to solidity and sustainability, to clients and relationships, to work and community.

The results

The branded messaging is having a clear impact. Referrals and cold calls to the company are up, and new customers often cite an encounter with a piece of branded design as their point of entry into the relationship. At a time when many construction companies are struggling to maintain their "piece of the pie", Collier is holding its own and positioned to move strategically into new opportunities and market niches.

More potential clients — who are the kind of clients that fit the Collier business model. A classic win/win, with more ground to cover in the years to come.