Delia Associates Brand Happens - Fenton Construction : Delia

Energizing Fenton, an Established Commercial Construction Firm

HOW IT HAPPENED…

Fenton Construction is a top-tier commercial builder in NJ with a sterling reputation and a history of successful projects and satisfied clients. Poised to begin its next level of growth, the company realized that it needed to re-energize its brand and develop a more powerful marketing strategy to effectively engage key growth sectors. Fenton turned to Delia Associates . . .

THE BRAND LEADERSHIP SOLUTION®

A comprehensive analysis of the Fenton brand, target audiences and competitive landscape was conducted, using our proprietary Brand Leadership Solution®. From the insights we uncovered, visual and messaging assets were developed, setting Fenton apart from its regional competitors, while establishing a powerful voice for the Fenton brand in NJ’s competitive construction market.

Fenton Construction Brochure - Delia Associates

THE FENTON BRAND INSIGHT

A key insight from the Discovery process revealed that Fenton’s ideal customers consistently aligned with the firm’s own core values; and that as partners, they intuitively understood and shared the same “big picture” goals of the construction project. For Fenton, the mission is about creating more than a physical space; it’s about the emotional impact that the constructed space creates for those who utilize it, whether a recreational facility, a house of worship, school building or corporate office.

Fenton Construction Vehicle - Delia Associates

THE FENTON BRAND MARK

Fenton wanted to retain two core elements of its existing logo mark that has been in place since the company’s inception: its name and red color. The word set was refreshed with a more contemporary typeface, and an upward arrow was placed inside the “o.” The graphic mark does double duty, literally as a suggestion of a structural roof, and figuratively as an indication of Fenton’s “higher purpose.”

Fenton Construction Mobile Phone - Delia Associates

THE BRAND STATEMENT: “BUILDING WITH A HIGHER PURPOSE.”

The Fenton brand message encompasses multiple layers of meaning. First, it represents the firm’s holistic approach to projects that extends beyond simply fulfilling a contract. Next, it’s a reflection of the firm’s own high quality standards in both word and deed. Finally, it is a subtle acknowledgment of Fenton leadership’s Christian values that drive the firm’s culture.

Fenton Construction - Brand Logo and Statement - Delia Associates

DEPLOY: A SUCCESSFUL BRAND RE-LAUNCH

Shortly after completion of The Brand Leadership Solution® process, Delia Associates re-launched the Fenton website in preparation for their 2017 marketing initiatives that include brand messaging, leadership profile, and an e-blast outreach to clients and prospects.

Within weeks, our proprietary brand development process generated a powerful brand foundation for Fenton, with the right messaging to engage target market segments and drive sustainable, future growth.

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