Matrix Service Company
Creating a new leader in energy infrastructure services.
Having taken the helm of this mid-sized construction and servicing company, the new CEO, with his executive team, defined a new, aggressive growth strategy to double the business over five years with a focus on the Oil & Gas, Above-ground Storage Tank, Utilities and Industrial sectors.
To help it succeed the company recognized the need for a new brand strategy, identity and communications program that would reposition Matrix to take market share against much larger, entrenched competitors across North America, and to attract the new talent they would need to build the company.
Brandlogic, utilizing its integrated approach to brand development, quickly created a new strategic brand platform highlighting the company’s differentiators – client relationship management, safety culture, right size for flexibility and quality of service. We also created a revised, consolidated brand architecture that communicated the firm’s ability to serve union and merit markets across the continent, as well as highlight its high-quality engineering competencies.
Capturing the aspirations of the Matrix team and the core sentiment of the new positioning, we created a new tagline - Move to a higher standard – that works as a inspirational message for internal audiences and a call to action for existing and potential customers.
Our design team encouraged the Matrix management team to embrace a bold, new look that replaced a dated “matrix” logo with a solid, stylized “M” deployed in several colors to identify the different businesses, and conveyed through imagery the human element underpinning the successful relationships for which they are known. Our design and editorial teams then articulated and extended the new strategy and graphic identity to the company’s websites and marketing collateral system.
In parallel, our digital team developed a comprehensive strategy for Matrix to facilitate mobile access and interactions with the company for both clients and for potential future employees. We created a responsive design website that automatically adjusts the layout of the site to the user's device, providing a seamless experience across desktop, tablet, and most importantly mobile.
To ensure an effective brand roll-out, our team worked closely to frame and execute a launch program that engaged executives, managers, general employees, sales and marketing teams, clients, union halls, partners and the investment community. As part of this effort our team engaged closely with the CEO and CFO in crafting the value creation story for shareholders.