STRATEGY


Cornerstone Building Brands
Naming & Positioning

Ply Gem Building Products and NCI Building Systems merged together to become the single largest manufacturer of exterior building products in North America. With dozens of subsidiary companies and thousands of employees nationwide, the organization recognized the need to unite around a shared vision for the future. The new brand’s purpose statement explains the strategic and emotional power of the name: “Our building solutions are the cornerstone of the communities we serve. We believe every building we create, and every part of that building, positively contributes to communities where people live, work and play.”

Suncast
Brand Tagline & Positioning

Suncast designs outdoor storage and entertaining solutions for families across the country. “Built for Everyday Life” represents a paradigm shift away from the brand’s previous, product-oriented positioning (“Smarter. Inside & out.”) toward something strongly benefit, consumer, and lifestyle-driven.

Merakey
Brand Naming & Positioning

Merakey provides integrated services covering behavioral health, intellectual and developmental disabilities, education, and autism. “Merakey” is inspired by the modern Greek word “Meraki,” meaning to put something of yourself into your work; or to do something with soul, creativity, or love. The new branding illustrates the compassion and integrity that underscores everything the company does, while the inclusion of the suffix “key” also positions them as a key to helping individuals and communities unlock doors to their future.

Canopy Strategic Partners
Brand Naming & Positioning

Canopy Strategic Partners is a full-service planning and consulting firm dedicated to helping mission-driven organizations and other public green spaces create a better future for the planet. “Canopy” speaks to the organization’s commitment to elevating the leaders of today and tomorrow by providing them with the tools, insights, and information they need to grow their business to new heights.

North American Rail Solutions
Brand Naming & Positioning

In April 2023, American Track Services and Universal Rail Systems partnered together to become North America’s largest rail solutions provider. North American Rail Solutions is strategically unambiguous in communicating the consolidated organization’s ability to serve customers across both the United States and Canada.

OPEX
Brand Positioning Refresh

New, industry-specific messaging that clearly articulates OPEX’s unparalleled capabilities in the document and warehouse automation spaces.

Acadia Investor Relations
Brand Naming & Positioning

Acadia Investor Relations is a strategic communications firm focused primarily on the CPG, Grocery, and Cannabis categories. Named for the century-old National Park on the coast of Maine, Acadia is the first place in the United States to see sunrise. Contextually, the name signifies new beginnings and suggests unparalleled foresight.