Builders & Construction Managers
W.S. Cumby & Son was a second-generation family-owned company that had grown to more than 30 employees but was having trouble shedding its “mom and pop” image and convincing potential clients that it was a serious contender for large projects. The key objective in re-branding the company was to position it for growth and expansion while preserving its traditional family values.Client interviews uncovered a common misconception — that the name and lack of a corporate identity represented a small business. This led to the streamlined name and a new mark that symbolizes a foundation, the first step in any construction project, fundamental, solid and built to last. The two “C’s” represent the two generations of the Cumby family. Messaging now focuses on the (previously unrecognized) fact that sustainability is a core value of the brand. W.S. Cumby was the first construction management company in the Delaware Valley to recycle construction waste and its corporate office is a LEED certified building. Today W.S. Cumby is a strong employer brand and a recognized sustainability leader in the construction industry.
“We had not changed our look since we started in 1981 and hired Orly to develop a new corporate identity that would last us for the next twenty-five years. Orly was very helpful in guiding us through the process and created a mark that reflects our company and our future.”
William S. Cumby, Jr. President W.S. Cumby
Jeff Lake Summer Day Camp
This 50+ year-old family-owned and run summer day camp had been losing market share for two decades and was experiencing a growing decline in campers. Once the gold standard in summer day camps, Jeff Lake executive directors had lost their “why” and instead of leading, were reacting to growing competition.
The camp had expanded its camper age group to include all ages from 4-15, which resulted in a loss of focus and confusing messaging. A rebrand uncovered Jeff Lake Camp’s distinct culture and clarified its key demographic as 6-10 year-olds. This led to targeted messaging on what makes the camp unique — the place where children are not afraid to take chances and where each child can say “I did it!” And since swimming is central to a camper’s experience, the new logo represents a child leaping off the edge of a pool or lake.
Today, Jeff Lake is booked by March and is recognized as the only place where “small kids do big things.”
“Our new identity is a true reflection of who we are and what our campers experience when they come here. Now, when potential camper families see our logo, they smile!”
Dan and Jane Kagan
Jeff Lake Camp
Ponds and Water Features
Jenkintown, PA www.aquareale.com.
When Reale Landscape Designs decided to change its business focus from landscaping and hardscaping to waterscaping (ponds and water features), it needed a new identity that positioned the company as the “William Sonoma of water features.”
The name “Aquareale” preserves the founder’s Italian heritage and translates to “King of water” in Italian. The new tagline “escape to your backyard” came out of extensive interviews with homeowners who view their backyard as an escape from everyday life.
The logo incorporates water imagery to emphasize the transformation that takes place when an ordinary backyard becomes an oasis. Messaging is focused on the sense of escape that homeowners experience and the website is filled with images of various forms of escape.
Today Aquareale is a recognized expert in ponds and water features and is now moving into stormwater management.
The Office of David McSurdy
Dr. McSurdy, D.D.S. was recognized by his patients for outstanding results and a great office staff but still suffered from a brand awareness problem and low patient referrals.
Quantitative research data from 100 patients showed that the staff was recognized as one of the key reasons that people come here and a competitive audit uncovered the trend that solo names are identified with small practices. As a result, a new name, tagline, logo and online and print content were developed.
Now, instead of focusing on the process, which can sometimes be painful, the new mark focuses on the result–the perfect smile–and the orthodontist and staff become: The Smile Specialists. The new Brand Identity included tightly cropped black and white photographs of patient mouths that were framed and mounted on a “Wall of Smiles.” An integral part of the Brand experience is walking into the office and being greeted by friendly faces, both from the staff and on the wall.
Today the practice is thriving and has doubled in size. There are two orthodontists and a staff of 12 at two locations.