CMI Rebrand & Website RedesignSupercharging an American Energy Brand
Following a successful partnership agreement with Chicago-based private equity firm Wind Point Partners, the Central Moloney, Inc. marketing team engaged Few to help them craft a new brand identity and website to support their visionary growth plans.
Starting with the foundations - brand manifesto, voice, and values, the Few team delivered a comprehensive new set of brand guidelines and visual identities and a new website built to catalyze the company’s bright future.
Building a brand for a community
Early in the process, the CMI team expressed a desire for the brand to be accountable to more than just customers and shareholders. They wanted it to be a beacon of pride for corporate employees and skilled-workers, as well as the communities that surround them.
The Few brand strategy team wrote four tailored brand manifestos for each unique audience , as well as the brand voice and values that serve as through lines in all of the brand's design and copy.
Designing for legacy and growth
When it came time to iterate on logo design, significance and relevancy to CMI’s core business was of the utmost importance. The visual identity couldn’t just be trendy, it needed to stand for something.
Few designed a modern visual identity with nods to CMI’s core business and values. Subtle allusions to the power industry include a transformer symbol hidden in the main logomark and a pentahead bolt in the iconmark. We also made sure that the logo looked as good on letterhead as it did on a work shirt.
Unleashing the digital presence
CMI’s previous website left much to be desired both in design and in functionality. We worked together with the CMI marketing team to identify the key features and content requirements that they would need to meet their growth objectives.
Key website features include an updated user interface and a custom Wordpress content management system that allows the marketing team to easily publish new content without breaking the design.
All eyes on the future of power
Few continues to work with the CMI team to build out the brand as new companies are brought into their growing portfolio.
