Johnson Carlier


Johnson Carlier had built a solid reputation as a family-owned company over their first century. When they were acquired by Big-D Construction, Johnson Carlier had the opportunity to rebrand and reposition itself in the marketplace to stake out a leadership position within the commercial contracting industry and spur future growth.

In 2021, Johnson Carlier will celebrate its 100th year in business, providing an opportunity to highlight their evolution from a small, locally-owned family firm to part of a large, powerful family of specialized construction and general/commercial contracting companies.

Serendipit Actions

Serendipit approached the project with the following steps:

Over a year-long process, every element of the brand was evaluated and updated, working with leadership from both Johnson Carlier and Big-D teams. The Johson Carlier rebrand was launched internally with great engagement from the team. 


Generating excitement for any brand/campaign launch is integral to buy-in from ALL stakeholders. We presented a simplified version of the brandfolio to the internal Johnson Carlier and Big-D employees and included crowd activities such as pop quizzes, giveaways, and Q & As. Each team member received a “swag bag” of new collateral, as well as digital assets to share on their social media and with their networks.

Campaign Scope


-Staff Surveys

-Leadership Team Interviews

-Client / Vendor Surveys

-Brand Workshop

-Logo Revamp + Positioning

-Internal & External Brand Launch

-Key Messaging

-Public Relations

-Collateral Design

-Organic Social Media

-Event Marketing