Even though PCL Construction has been around for over 115 years and is one of the largest construction companies in North America, the brand itself was ambiguous and lacked recognition in many of its markets. PCL had to face a hard truth, the things that got them to where they are won’t get them to where they want to go. They needed to define a refreshed brand framework that would galvanize PCL employees and reflect their mission. The final stage included a brand awareness campaign to clarify the brand promise and messaging framework, create a core group of brand ambassadors, and educate and unite every single PCL employee around a common purpose.

AWARD:
SMPS Award of Excellence, Brand Awareness Campaign