Client: McMillan Electric
Engagement: Logo & Visual Identity, Brand Messaging Guide, Marketing Strategy, LinkedIn, Geofenced & Google Ads
Before: a strong reputation, marketing that didn’t show it
McMillan Electric had a strong reputation for quality and service, but their marketing didn’t reflect it.
- An outdated logo and visuals that felt smaller than the company’s actual capabilities
- A website that buried their strengths and read like a catalog entry, not a clear value proposition
- Digital tactics (Google Ads, occasional campaigns) running without a unifying strategy
- No shared, written message for sales, marketing and leadership to rally around
After: four shifts that changed everything
1. Modern design that matches the quality of their work
We refreshed McMillan’s identity so their visuals now communicate the scale and reliability they’re known for.
- An updated logo and visual system tuned for web, print and digital ads
- Cohesive color, type and imagery standards that make every touchpoint still feel like McMillan, just not from the ’70s
2. A logo that tells the right story at a glance
McMillan needed a recognizable, credible symbol that reflects who they are today. We focused on giving them:
- A clean, modern mark that holds up on equipment, trade show displays and digital screens
- A visual anchor that signals “established, trustworthy manufacturer” to engineers and buyers before they read a single line of copy
3. A marketing strategy that puts them in front of the right buyers
Instead of more random acts of marketing, we built a strategy-first system.
- Clarified target personas and ideal applications for their motors
- Mapped a focused growth plan around the channels that matter most to their buyers
- Integrated LinkedIn outreach and content to reach engineers, specifiers and OEM decision-makers; Pulse geofenced and targeted advertising to reach key facilities and regions; and Google Ads tuned to the new messaging and landing pages, replacing disconnected campaigns
Instead of scattering budget across disconnected tactics, McMillan now runs a single strategy across LinkedIn, geofenced ads and Google Ads, so every click lands on the same clear story.
4. Clear messaging that every team member can actually use
At the core of this project is a Brand Messaging Guide built specifically for McMillan.
- Customer personas that turn “anyone who needs a motor” into specific, real-world buyer profiles
- A core story and one-liners the whole team can use in proposals, sales decks and conversations
- Keyword sets, page outlines and tagline language that keep the website, print and ads aligned
- Visual examples, customer feedback snapshots and simple graphs that show how the story flows into actual marketing pieces
