A Brand For
Client: Murcom Group
Building a reputation of construction expertise and excellence.
Murcom has over 30 years’ experience in the construction fit-out industry. The experience and knowledge gained and the resources generated in that period have given it the expertise to be able to undertake projects of differing complexities. Murcom has a long history in medical, educational and commercial development and they have been involved in numerous projects throughout Dublin, Leinster and across Ireland.
Murcom collaborates with the country’s leading architectural, interior designers and quantity surveying practices bringing a unique energy and vision to every project they undertake, always striving to exceed expectations. In all their projects, the principles of value for money, quality customer service and on-time completions are applied to ensure an effective and professional contract delivery through planned procurement and coordination of on-site activities, coupled with head office support resources.
Converting the mission and values into an effective brand identity.
CDG was given the task of designing a new corporate brand identity and website along with digital marketing collateral. Our goal was to translate the core values of the company into an iconic brand that represents what the company offers. Our main challenge was to create a contemporary brand that would harmonise with their target markets and reflect the principals and values driving the organisation. The revitalised brand identity would form part of a new website – easy to use and visually pleasing while satisfying all of the users’ requirements.
In order to successfully develop an effective brand strategy, it was important for us to understand the history and development of Murcom over the years. CDG looked at the mission and values of the company and also researched its target market sectors. We concluded this work by examining the customer journey and the profiles of its target audiences. Developing a customer journey map and customer profiles gave an appreciation of what its customer needed. With this understanding, Murcom was now in a position to implement targeted marketing activities both on and offline, engaging with the customer base more successfully and attracting new clients and future prospects. Using CDG Brand’s Innovideate Brand Strategy Model, we were able to accurately define the brief and develop an updated brand.
A new identity and outlook for an already successful company.
Developing and designing the new logo was a distillation of uniform structure, elevation, and growth – the architectural shape emulating the ‘M’ and also evoking the idea of nature and growth with the underlying theme of a tree. The tree symbolising natural, eco principals and the rising lines symbolising structural form. It has a refined nature which plays on the principles of interior design and accuracy. Together the elements bring a unified form that represents Murcom in terms of its values and principals. The colour pallet was chosen to convey a rich up upmarket feel that would suggest heritage, quality and pedigree. The use and blend of macro imagery and fine lines convey the uniqueness of a company dedicated to precision and accuracy.
Developing an effective online platform and presence, our aim was to produce a distinctive, dynamic and professional website positioning Murcom at the forefront of their market sector.
The challenge was to project a contemporary brand message online and to increase brand involvement digitally. The ultimate objective was to appeal to all of Murcom’s target market sectors, increase enquiry levels and tenders won.
CDG created an additional suite of imagery to work with the website and other marketing collateral. Bespoke photography was commissioned by CDG and digitally enhanced to show clean form. The website while simple and to the point incorporates a level of Java development that enhances the dynamism of the site while generating a richer browser experience. We believe the overall visual brand experience has uplifted the company’s presence fourfold.
Murcom’s online presence was backed by a full digital marketing campaign and ongoing web maintenance ensuring maximum impact in its digital marketing plans.
Building excellence and setting high standards
In developing a successful brand identity and web platform for Murcom, CDG ensured that its mission and its values of expertise, excellence and service were effectively communicated.
Subsequent to the launch of the new identity and website, online traffic increased by 200% in the less than 6 months with a low bounce rate of under 10%. More importantly, contract enquires grew by 180% in the 6 months that followed.
What some of our clients say …
“We were nervous that any new identity and website would not properly reflect us as the major player in the Irish construction industry we now are.
We were impressed at how CDG got to grips with our business and customers and understood what made us the successful company we are. Love what they’ve done with the logo and website and so do our customers and prospects.”