MCR, Inc.
CASE STUDY:
Giving the MCR brand a commanding edge.
ENC developed and rolled out a new brand with MCR in less than three months.
The client:
MCR, Inc.
The work:
A lot changed for MCR over the course of three years. The once struggling federal contractor put itself on a strongly profitable and sustainable growth path by transforming its approach and capabilities.
As a result, the company urgently needed to replace its obsolete brand and communicate its new story to customers, partners, and potential employees.
ENC worked with MCR to develop a completely new brand that:
- Fulfilled a strategic mandate from the board to refresh the company’s messaging and visual identity.
- Met a three-month deadline for developing the brand and rolling it out internally.
- Provides a full set of working tools for representing and telling the story of the company’s evolution.
- Is designed to make consistent communications as easy as possible.
- Unifies outreach and storytelling from the big picture down to the fine details.
- Visually reflects the organizing principle of the company’s capabilities.
- Is concise, clean, and tastefully colorful.
- Includes a new color palette and typefaces.
ENC worked through four phases to develop the brand:
- Discovery—Identifying goals, market positions, and stakeholder groups
- Planning—Coordinating all elements of the launch
- Creation—Designing assets, resources, processes, and campaigns
- Launch—Rolling out the brand across the company
New brand deliverables included:
- A new logo that symbolizes CommandEdge, the company’s key differentiator.
- A library of logo formats for digital, office, and print applications.
- New, modern colors and typefaces.
- Strategic messaging that explains what CommandEdge is and how it shapes the company’s work.
- A messaging and roll-out deck for explaining the new brand to the company’s employees.
- A sales deck for explaining the brand to customers and other external stakeholders.
- Infographics that depict the components of CommandEdge and how they work together to benefit customers.
- A campaign plan for coordinating all roll-out activities.
- Templates for data sheets, stationery, presentations, and press releases.
- A business card template.
- Email signatures and templates.
- Recruitment assets.
- Social media branding assets.
- Updates to the existing MCRI.com website.
- Leadership cascade emails for introducing the new brand.
- Video backgrounds for Microsoft Teams and Zoom.
- A brand style guide for using all of the above.
The outcome:
MCR now has a brand that:
- Represents the company’s long history as well as its current (and evolving) capabilities.
- Represents a confident, capable, modern company—where customers will feel confident and employees want to work.
- Helps customers understand how the company can help them.
- Embodies all the things that make the company completely different from its competitors.
- Reflects the pride employees have in the company.
- Represents equity, diversity, and inclusion.
ENC capabilities included:
Sales Enablement
Change Management
Brand Management