Before building a house of brands, you need to get your house in order.

Situation

A company offering specialized services for infrastructure projects had a grander vision of establishing a small holding company that would be more than the sum of its parts.

Shift

From creating a holding company to building a brand.

Solution

We looked beyond the functional assets of engineering and contracting to hone a brand purpose linked to their New York history and spirit of innovation.

We renamed TC Corp to Lexxel, a term that uses palindromic symmetry to convey strength and references their work with infrastructure, while visually reflecting their history in composite technology with an interlocking double-x at the center.

We created practical sales narratives for different audiences while refining the brand mission and vision.

The brand strategy and identity was accompanied by investor and acquisition decks and the company’s first website.