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Key Details

INDUSTRY
Modular Construction
SERVICES
Internal Research
Customer Research
Brand Audit
Brand Strategy
Visual Identity
Corporate Stationery
Marketing Collateral
Website Design
Photography
Rollout
BRAND ROLLOUT
2022

The Opportunity

A leader in offsite modular building construction with decades of experience and thousands of projects completed, Silver Creek specialized in innovative and cost-effective building solutions for a range of projects, including buildings for educational, commercial, and multi-family housing needs. The company’s primary challenges include a lack of brand awareness and positioning to scale in the years ahead. Silver Creek was looking to reposition its brand, reimagine its identity, and redesign its website so that marketplace perceptions better aligned with the unique value and scope of its offerings.

Brand Strategy

Research showed that Silver Creek was viewed as fast, efficient, and customer-focused. Using strategic insights like these, Ignyte conducted a hands-on workshop with a range of key stakeholders to achieve alignment on the brand’s strategic direction. The positioning framework that emerged featured key ideas including speed, stability, and expertise. The company’s commitment to partnership was an important part of the story we built around the new brand. Promising a superior-quality building in half the time, Silver Creek’s positioning was centered on the big idea, “Build smarter.”

Stakeholders

6

Customer Interviews

10

Competitive Audits

6

Audience Segments

4

Visual Identity

The Silver Creek visual identity was carefully designed to embody the new brand’s positioning and personality. The brand’s primary color, orange, evokes energy, enthusiasm, and change. A modern typeface was used to convey the innovation at the heart of the brand. The symbol comprises a stylized “S” made up of two interlocking blocks, illustrating the company’s innovative approach to modular construction.
The Silver Creek logo

Collateral

Collateral comprised an integrated collection of brochures and templates designed to equip the sales and marketing teams with a powerful system for communicating the new Silver Creek brand positioning. Each collateral piece evokes Silver Creek’s brand personality (modern, knowledgeable, proven, personal) with branded fonts, photographic treatments, iconography, and more.
Multiple copies of a Silver Creek brochure outlining the company's many projects and capabilities are laid out in diagonal rows
Two construction workers wear white hard hats branded with the orange Silver Creek symbol
A split image with Silver Creek business cards on the left and an employee badge on the right
A woman walks past a Silver Creek advertisement on a corrugated fence with the messaging
A white pickup truck shot from above emblazoned with the Silver Creek logo on the side and the orang Silver Creek symbol on its roof
A Silver Creek trade show banner features project photos and the messaging
A magazine is open to reveal a full-page Silver Creek ad with the messaging

Website

The Silver Creek website is a comprehensive embodiment of the brand’s reimagined positioning and personality. A dynamic homepage includes vibrant photography and a highly structured layout, with layers and angles that evokes the construction at the heart of the brand. The user experience is segmented by audience and includes a dynamic portfolio page featuring the company’s many projects organized by industry, type, and location. Vibrant imagery throughout the site captures the functional yet stylish buildings offered by Silver Creek, as well as featured items like industry awards and memberships.
A screenshot of the Silver Creek home page A screenshot of the Silver Creek website's About page