GREINER CONSTRUCTION CASE STUDY

Differentiating an
industry leader

SCOPE OF PROJECT

Brand Strategy

– Interviews

– Research

– Positioning

– Messaging

Brand Activation

– Logo Design

– Brand Identity

– Thought Leadership

– Tracking & Governance

PROJECT CREDITS

Creative Direction: Andrew Engel

Project Mgmt: Rex Hendrickson

Graphic Design: Charlie Ross

Copywriting: Lindsay Hein

Creative Support: Tony Notermann

What We Build, Builds Us All

Most construction firms pride themselves
on the same things…

QUALITY

EXPERIENCE

RELATIONSHIPS

So in order to standout, you must

OUTMNVR

greiner

is the only general contractor that builds relationships through education.

customers employees partners

We started by speaking with the brand’s tribe, and found that their “Trends Presentation” was a primary point of differentiation.

By educating peers within the AEC category, Greiner was unknowlingly establishing itself as a thought leader with education at the very center…

branding observations
catie group

Market Research lent perspective on the competitors and conditions within the market, which unearthed an opportunity in refreshing the brand.

To coincide with the newfound educational direction, we needed an identity that was more inviting but stayed true to the brand’s roots…

old greiner new greiner
greiner style scape

To reality…

greiner construction worksite
greiner-work-site
greiner construction helmets
greiner construction middle banner
greiner proposal magazine

To truly own its educational direction, we rebranded “Trends” as “In Practice” – a multiplatform series to educate industry partners, clientele, and new talent alike.

in practice

This robust content model allowed
the brand to repurpose long-form
content for social media usage,
email marketing, and even in
proposals.

YouTube / Podcast Episode

returning to the office
returning to the office write up

Episode Write-up

returning to the office social post

Social Post

Here the rest of this story
and discuss yours.

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