In wanting to portray a strong consumer facing strapline and brand message, a fresh perspective to MJL’s purpose was needed. We wanted to capture the commitment to their clients and the strong values that they held dear.
MJL needed a more emotive perspective on construction that would drive their brand belief. The essence of this brand belief was directed at the end users of MJL’s buildings. It was these people who were benefiting from the great work, and therefore so would MJL’s clients.
MJL are passionate about creating the best environments for people, regardless of their use. Environments that promote positiveness in greater productivity, ideation, communication, focussed efficiency and even improving relationships. We wanted to harness purpose (‘bringing buildings to life’) as much as possible when we created their new brand positioning, to give more emphasis to a meaningful strapline:
“The environment in which we live, spend time or work is of great importance to our way and quality of life. As one of the UK’s leading multi-discipline building and engineering services providers, it is our job to bring buildings to life by making sure we create the right environments, where people are comfortable, safe and happy so that they can enjoy life and thrive.”
Through investigation, we found that ‘creating the right environment’, a slight tweak on the original strapline, still strongly resonated throughout the company and its audience. But now, driven by purpose, it has been given a much greater meaning.