Miller Valentine Construction
Honoring Tradition, Leading with Vision: Miller-Valentine Group’s Transformation Journey
Brand Development
Brand Positioning
Brand Culture
Brand Architecture
Naming
Logo Development
Messaging Matrices
Brand Training
Collateral Rollout
Website Strategy, Content and Design
Website Development
The Miller-Valentine Group was in the midst of a transformation. As they consolidated their services and structure to bring more focus to the organization, they needed to reemerge with a strong voice and vision for their future as a leader and innovator in the construction industry—one that reflected the values and culture that their longstanding legacy was built upon.
The Challenge
To better reflect how the business had evolved since their founding in 1963, the company called on the Intrinzic team to help them navigate and develop a new brand architecture, along with a new name that brought more clarity to what they do: Miller Valentine Construction. We were then tasked with building a strategy to bring the new brand to life in a way that would resonate internally and externally, elevate their true point of difference as both a best-in-class construction partner and an employer, and tell a cohesive story across all of their offices and markets.
The Inspiration
We were inspired by the Miller Valentine Construction promise—to customers, partners and team members—to build certainty with everything they do. By fostering and embracing a culture of continuous improvement, the company has proven they are a central force powering the path to new thinking, ideas and outcomes as they work to improve the process, the way they work and the way things are built every day.
We were also inspired by the company’s belief in the power of their people who work relentlessly to find new, smarter, better ways to build greater efficiency and predictability into every project and every relationship. The passion, energy and character of their team would be woven into every expression of the brand not just today, but as they continue to grow with intention and focus in the future.
The Outcome
The Attributes and Value Proposition formed the strategic foundation for the brand’s new look, tone and feel. This unique “fingerprint” comes to life through a new visual identity and messaging across a newly-designed website, building signage, videos and other branded sales materials (even a truck!). Additional tools including a brand archetype and company manifesto gave the team something to rally behind and represent with pride every day whether in the office or the field.
We also developed a launch video and facilitated brand training for the entire organization to help them confidently embrace, amplify and sell the most important aspects of who they are and what they do.
Told by Elizabeth Mangan, CEO
Elizabeth Mangan, chief executive officer, led Miller Valentine Construction on a journey of strategic reinvention. With new leadership and a refocus of the business, they needed a new brand that honored the company’s legacy and evolution, but also represented who they are today and where they were headed in the future. To change the culture, to build a brand that would mean something to everyone part of this era of the organization required a lot of people and perspectives, listening, understanding, and trusting the process even in the challenging and emotional times. As the leader of this initiative, she knew she had to get people to trust her, but also believe in it as much as she did. This is her story about how she got everyone excited about telling the world who Miller Valentine Construction is and what we’re here to do.
Let’s collaborate
We would love to connect and talk more about how our collaborative process and alignment tools can
help you bring your teams together and clearly define your culture and purpose