McQuillan companies approached the branding team at Kaizen Brand Evolution to re-position and revitalise their brand identity. The family owned business is well established across Northern Ireland and are specialists in civil engineering, quarrying, waste management and outdoor cleaning services to name a few.
Getting started we focussed our research and investigation to forward thinking, modern brands in the engineering, construction and land service industry – looking to London, New York and further a field. With brand learning’s from across the globe we built a solid understanding of what branding was working and not working in this industry landscape. Following initial research and mood boarding we filtered the findings down into 3 solid directions and began brand planning.
We now needed a logo mark that reflected what we were talking about in the narrative. The McQuillan monogram stems from the idea of engineering and overall solid work that the company undertake. The new logo is a strong, trustworthy mark that brings together the initials of the family name and visualises the industry – simply. Our goal for any brand undertaking is to simplify, make brands that people get, without the use of selfish design techniques or trends. The logo proves successful when used across brand materials and especially in the brand livery and uniforms. Alongside the new mark we introduced a structured contemporary typeface that suits the tone of voice and industry of McQuillan Companies. The flexibility of the new identity becomes apparent across the different business sectors where the company sector is simply introduced to the stacked lettering in each instance. Throughout the new branding we have directed the new photography style, using modern dramatic images of the work in progress as well as team members in situ.