Advertising / B2B / Brand implementation / Brand strategy & positioning / Competitive audits / Content creation / Corporate communications / Customer research & analysis / Graphic design / Ideation / Key messaging / Logo & brand design / Naming / Website design / Website development

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 identity system—which included 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.