Johnson Carlier Construction

Campaign Media

Brand Immersion | Brand Workshop | Logo Revamp + Positioning | Internal & External Brand Launch

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.

Challenge & Opportunities

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 Johnson 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.