Optimum Construction, Portland, Maine
Optimum Construction has always wanted to be different. But after 5 years of saying it, only a few people believed it. What started as a casual interview soon revealed that the heartbeat of this company wasn’t for construction, it was built on relationship, and that would always be their focus. In a competition-heavy industry filled with hundreds of other companies promising a host of ideals, Optimum needed to bear down on their heartbeat and simplify to one single idea. We exist to know people, and build better relationships. From there, they crafted a few core values that shaped the visual language for the brand. A locknut logo that signified a tight-knit unity, the joining, the fastening of people together.
We wanted to create a web experience that followed the relational narrative. Rather than leading with “work we’ve done” we opted to empathize and create a new conversation that was focused more on the personal journey of the client.
Client Focused Imagery
The photography needed to change too. This brand isn’t about primarily showcasing past work, it’s about showcasing ongoing relationships with owners. We photographed Optimum leaders and employees engaging with the client in their newly built or renovated spaces.
Personal at Every Touch
The brand needed to come alive not just online, but in-person. After attending years of construction meetings and conferences, Kendrick mentioned that no one ever showed up with anything to hand out other than a business card. We added natural-looking faces to the business cards, then enhanced these in-person meetings by designing custom clothing, hats, truck graphics, handouts, folders and other collateral to make the moment more memorable and impactful on anyone they meet.
Getting the relationship front and center was the primary goal. Second to this we needed to show a level of competence. A relationship is only as good as the work we put into building it. The Optimum message expanded to include, “We do the kind of work that builds a better relationship.” We needed to illustrate this through human interaction with finished spaces, and imagery of the team at work.