MASTEC

Brand solutions for the world's infrastructure needs.

Challenge

As a publicly traded infrastructure construction company, MasTec was focused on growth through acquisition. While those acquisitions quickly expanded the offering of the organization, they created a great deal of inconsistency. To move forward, MasTec would need to redefine and more clearly communicate their capabilities to client, investor, and analyst audiences.

Solution

Moncur helped MasTec clearly define the right strategic messages, as well as a go-to-market brand architecture, both of which helped differentiate them from their competition. This new and more consistent communication helped make sure that all the company's employees could clearly speak to their offering, identify organizational value, and more effectively support growth of the business with all audiences.

With the new messaging structure in mind, Moncur then developed a visual language for the company, applying it to a wide variety of internal and external communications, including an identity system, website, collateral, and imagery. As a whole, the new brand made sense of the company's widely disparate activities, communications and assets, demonstrating clear goals, strategic thinking, and alignment to each of their audiences.

The new brand architecture made it easier for MasTec to integrate future acquisitions, and to maintain the right balance between parent company and subsidiary brand equity.

Brand solutions for the world's infrastructure needs.

Challenge

Solution

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