Overview

McKinnon Materials, Inc. had a strong reputation in the decorative concrete and epoxy industry but lacked a modern, competitive brand presence. The company’s image felt outdated, its messaging wasn’t resonating with new customers, and its digital footprint was falling behind aggressive competitors.

I spearheaded a full-scale rebrand, repositioning McKinnon Materials as both an industry leader and an innovative, customer-friendly brand. This included defining brand strategy, visual identity, messaging, and implementation plans—a proposal that was successfully approved by the board of investors.

Key Contributions

Brand Strategy & Market Positioning

• Conducted an in-depth brand audit to assess McKinnon’s strengths, weaknesses, and opportunities.
• Defined a new brand positioning that retained McKinnon’s legacy while modernizing its approach.
• Developed buyer personas to better target professional contractors, commercial clients, and DIYers.
• Crafted a unique value proposition to differentiate McKinnon from competitors.

Brand Messaging & Identity

• Established a new mission statement, core values, and tagline:
  “Built on Expertise, Made for Success.”
• Created a consistent and compelling brand voice that blends confidence, approachability, and innovation.
• Defined a refreshed tone of voice for different customer segments (professional, commercial, and DIY).

Visual Identity Overhaul

• Designed a modern logo and branding system, including:
  • Primary & secondary logo designs
  • Typography system featuring Inter for headlines and Nokora for body text
  • New color palette: McKinnon Blue (#0069DB) and Innovative Orange (#DB6C00)
• Developed packaging, signage, and digital brand assets to unify the brand’s look and feel.

Digital Transformation & Implementation

• Outlined an SEO and content strategy to improve visibility and attract new customers.
• Proposed a website redesign to enhance UX and align with the new brand identity.
• Created marketing materials, trade show assets, and product packaging designs to reflect the new brand.
• Defined social media and digital marketing guidelines to maintain consistency across all platforms.

Results

• Successful approval by the board of investors.
• Clearer market positioning, making McKinnon a stronger competitor.
• More professional and modern brand identity while preserving its 60-year legacy.
• Comprehensive rebrand strategy ready for full-scale implementation.