MAC Group
We crafted the new corporate branding for MAC Group, inspired by the concept of ‘construction’
A geometric and flexible branding that unmistakably communicates the company's activities
Branding strategy
Corporate branding
Challenge
We defined a branding that accurately portrays the reality and scale of the projects undertaken by the company
MAC Group, specialists in stand assembly and events, sought a fresh corporate image that resonates with their reality and the scale of projects undertaken at prominent national and international events like the Mobile World Congress. They collaborate with distinguished clients such as Google, Vodafone, HP, Pepsi&Lays, or Santa&Cole, among many others.
The development and result of this project for MAC Group is yet another example of our work methodology, where we immerse ourselves in our clients’ sector to understand its nuances, trends, and competitors. We empathize with their perspective, grasp their businesses, and collaboratively work towards a shared objective.
Process
Playing with the verb ‘build’ to create a branding that seamlessly blends its descriptive activity with the trust it builds with its clients
After an initial period of observation, we carefully examined MAC Group’s strategy, encompassing its mission, vision, and values, and redefined it to better align with its evolving landscape. We identified quality, efficiency, trust, and internationalization as the core values that resonate most with their current essence. These values became the sturdy pillars supporting the foundation of their new branding and communication discourse.
In crafting the brand’s narrative, we delineated its verbal and visual identity. The culmination of our efforts led to a clear proposition: MAC Group specializes in crafting high-quality stands and corporate events on a global scale. This realization inspired their new corporate tagline: ‘Building Stands & Events, Building Trust.’
This tagline was carefully crafted, leveraging the nuanced use of the verb ‘build’ to not only describe the company’s expertise in constructing stands and events but also to reflect their distinctive approach to working and interacting with clients. MAC Group doesn’t just construct physical structures; they extend beyond, building enduring relationships with clients founded on principles of quality and excellence.
Result
A branding aligned with the strategy, effectively communicating what MAC Group is and does
To create the new corporate identity, we carefully considered the need for alignment with our defined strategy and values. It was essential for the identity to distinctly convey its core message: the creation of stands and events. We crafted a logo that is flexible, clear, and straightforward, drawing on simple lines and geometries to effectively communicate the inherent concept of construction in its activities.
As pivotal elements of the company’s communication and marketing, we developed its corporate presentation and revamped its website. This involved applying the digital communication strategy that we collaboratively devised with one of our partners.
Tags: Branding strategy, Corporate branding
2019
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