McBains

Turnover +118%

“I was sceptical. I thought we’d get some off-the-shelf branding solution. But DC&CO dug deep into what truly makes us different. Our new identity underpins our confidence and a deeper sense of collective pride that, yes, we are special. The new branding really sets us apart and matches our bold ambitions for the future of the business.

Michael Thirkettle

CEO, McBains

Does rebranding actually grow revenue? McBains Cooper sold itself on process, an interdisciplinary model, until our research found 60% of prospective clients weren’t buying it. We moved them from process to culture, with a new positioning “Finding the better way”, crafted a new identity and shortened the name to McBains. That was 2017. Nine years on, it’s still what drives the business. Turnover more than doubled in the six years that followed, from £13.9m to £30.1m in 2023. McBains came back to us in 2024 to refresh the positioning for their expanded offer and changed market. They loved the positioning too much to change it, so we kept it, but we qualified it with ‘Individual expertise, collective excellence.’

Turnover up 118% within 6 years from £13.9m to £30.1m

 

McBains logo in bold orange on black background with distinctive M arch symbol, McBains construction and built environment rebrand, by David Carroll & Co London

Open brand book spread in orange with text We believe in finding the better way, McBains construction and built environment rebrand, by David Carroll & Co London

McBains office reception with large orange logo on curved dark wall and modern seating on orange carpet circle, McBains construction and built environment rebrand, by David Carroll & Co London

McBains Cooper 230th anniversary poster with 230 years of progress text over split red and grey architectural interior, McBains construction and built environment rebrand, by David Carroll & Co London

Four McBains marketing brochure examples including recruitment poster, anniversary piece, project brochure, and open spread with M arch logo line drawing, McBains construction and built environment rebrand, by David Carroll & Co London

McBains recruitment magazine advert on black spread with colourful trainer and orange headline Sometimes the answer's right under your nose, McBains construction and built environment rebrand, by David Carroll & Co London

McBains website homepage on iPad showing orange logo and tagline Always finding the better way over architectural interior image, McBains construction and built environment rebrand, by David Carroll & Co London

McBains new logo revealed on large screen at brand launch event with audience silhouettes and industry peer logos visible, McBains construction and built environment rebrand, by David Carroll & Co London

Before and after comparison showing old McBains Cooper navy circular logo versus new orange McBains wordmark with arch icon on black, McBains construction and built environment rebrand, by David Carroll & Co London

 

What we did

We led the complete rebrand: client perception study, employee research, brand strategy, positioning, naming, identity, bespoke typeface, tone of voice and brand guidelines. Everything built around what genuinely made McBains different.

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