McBains

Turnover +81%

“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

Well, we don’t do off-the-shelf. We started off by looking at McBains’ marketing material and competitors. Most importantly, we asked big questions of their team and clients about what was true and different about McBains. It’s an approach that’s paid dividends with many other clients. We distilled it into a compelling story: The McBains Code is a set of guiding principles which links their past, present and future. The board said ‘yes’, and it became the basis of the rest of the brand. We looked at how the brand looks, how it speaks (tone of voice), how people behave, and how we want them to feel about the business. We presented three routes, and – as is often the case when your analysis is right – McBains went for the most revolutionary. We crafted every element, and then presented the new brand to the staff conference, where a resounding show of hands endorsed the new approach. And in the process recommended shortening their name from McBains Cooper to simply, McBains.

Turnover up 81% within 5 years from £15.5m to £28m

 

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, not what the sector expected them to say.

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