As we emerged from the most significant COVID-19 restrictions, we reflected upon the landscape around us. The pandemic brought unprecedented challenges and took many businesses with it, the weight of which has not been lost on us. Having 54 years of history and experience behind us gave us unwavering strength. With the dedication of our team and the strength of our network, we emerged, having solidified our position in the market.
With the business continuing to take on projects of a higher calibre and size, we committed to developing the brand to ensure it could support this evolution by engaging the services of a design and strategy agency Dugan & O’Sullivan. “We wanted to honour McCormack’s history and values, the foundations of what we’ve established over three generations, whilst making sure we would still be doing so in another three”, reiterates Annie Koiker, McCormack’s Marketing Manager, who was one of the primary catalysts for the rebrand. “This was our chance to make sure our brand reflected our people and the incredible work we were doing and could stand on its own in such a competitive market.”
“The importance of McCormack rebranding was to establish a concise brand strategy. The aim was to ensure their brand was positioned effectively against competitors and had the potential to mean something even more powerful,” says Samuel Dugan of Dugan & O’Sullivan.
“This was an opportunity to cement McCormack as the boutique powerhouse they already are.” – Samuel Dugan
A family-run business since 1969, McCormack had decades of experience to share. “We really are a big family here, and we just have so many stories to share,” says Annie, “it makes me happy knowing more people are hearing them,” she says, after having helped expand the size of their following by more than 50% in the process.
McCormack began the rebranding process in early 2021. The need for strategic investment pushed us towards Dugan & O’Sullivan, understanding the need for more focused approaches to our business and markets and the subliminal impact branding can play on our image, market and position.
“It all began with the blue,” says Dion Amor, Art Director at Dugan & O’Sullivan. “It was a nod to the original blue, but a stronger and bolder one; the type was there to reflect the need for stronger foundations, stronger roots this organisation has laid. It’s bold and confident and suggests everything McCormack already is, but now puts them front and centre.”
We began the extensive rebranding process in early 2021. The need for strategic investment pushed us towards Dugan & O’Sullivan, understanding the need for more focused approaches to our business and markets and the subliminal impact branding can play on our image, market, and position.
Ensuring the company’s messaging was clear and aligned with our plan has been an extensive process worth every effort. “We launched in January (2022) and couldn’t be happier,” says Lauren McCormack. “What it really highlighted for us was the importance of alignment – to the staff, communities and our projects – and to separate ourselves from the brand and give it room to breathe.”
Our values remain at the core of our family-run business, and much of its success can be attributed to these values of trust, teamwork, reliability, and progress. We’re proud of how far McCormack has come. And while we’ve always been ‘Family Built’, this new brand claim codifies and articulates our intentions. With an extended family that is large and ever-growing but still personally involved in who we are as a company, this is something we will continue to foster and encourage as we go forward. We want to ensure we are positioned to make the most of our abilities and resources. Our complete rebrand has allowed us to focus on the things that matter and give us something to hang our hat on.