Case Study – D-Mar General Contracting
Evolving a Brand’s Identity to Live Up to its Work
D-Mar General Contracting and Development has served the Tampa Bay community for over forty years. In those decades, they have grown from a small family-owned construction company to a nationally recognized organization completing projects for large companies like Dunkin’ Brands, LSG SkyChef, Hess/Speedway, and 7-Eleven.
As a family-run business based in Clearwater, its brand had not been updated to reflect its evolution into a leading, woman-owned force in the construction industry.
Before the Coconspirator partnership, D-Mar’s collection of brand assets dated back to the early 1980’s.
We identified the opportunity to create a visual identity that more accurately reflected their personality and vision while maintaining the heritage and values of the founders. Working with the owners and leadership team, we dug into the personal and family values at the core of the D-Mar name. We drew inspiration from category leaders and partners and collaborated to define what they aspired to be clearly.
Utilizing the strength and simplicity of their name, we evolved their brand mark to reflect those elements. A deconstructed D with the M found in the negative space also provided a subtle nod to the business of construction and building great things from many pieces and parts. Dramatic imagery conveyed elements of the trade while providing a visually stimulating backdrop for the brand mark. The choice of colors was a deliberate choice to stand out amongst others in the industry, opting for blues and greens.
Beyond the visual branding overhaul, we sought a positioning statement connected to their long tradition of quality craft and seasoned expertise. Built to Last” was a simple reflection of their commitment and Mission (to help communities flourish), as well as their Brand Promise to provide lasting solutions to complex building challenges.
The evolution of D-Mar’s brand has given them a new platform from which to tell their story and renewed confidence in their ability to compete for projects against firms many times their size. Just three months after this brand refresh, they were shortlisted for projects against some of the largest contracting firms in the country, including Skanska, Whiting-Turner, and Beck.
We are happy to call D-Mar one of our longest-running clients as we continue to service their needs, from marketing leadership and counsel to content creation and social media management.