McAsphalt (also called MCA), a pioneering Canadian asphalt company, boasts sophisticated manufacturing processes, proprietary products and technical expertise, albeit in an industry that is largely driven by competitive bidding for a commodity product. Our challenge was to develop a brand position that effectively differentiated MCA’s brand communications from those of its competitors—and to align the brand with the sophisticated company it represents.

After a thorough audit and customer research into MCA and its competitors, we established key messages around MCA’s unmatched ability, through its resources and technical expertise, to partner with customers to design entire roadway systems. We also developed a customer-facing tagline—“The Right Mix”—that underscores the separate elements that come together to make MCA an outstanding asphalt company.

The new identity system—which includes a new logo, custom photography and video, stationery system, tradeshow presence, product literature, vehicle graphics and advertisements—uses a bold, sophisticated red and black palette (MCA’s original brand colours) to draw favourable attention while keeping the brand recognizable in its industry.

Customer research & analysis
Competitive audits
Business analysis
Brand positioning
Digital strategy
User-interface design
Content development
Brand identity, logo & wordmark
Brand implementation & production
Key messages
Marketing collateral
Account management