Year: 2019—2021
The founders of Build Asset Management left their careers in corporate leadership to start a company with an aim to help people build a better future.
We worked directly with the founders to develop a robust strategy for the product rollout. The branding goals were twofold: (1) create an identity that reinforced a positive, hopeful, empathy-driven message, and (2) craft a visual and written language that established trust and confidence with future partners.
We were very intentional to help convey ‘growth’ and ‘building’ in a concise manner. This was accomplished through minimal shapes in the iconography that could be interpreted as a growth chart, building, or window being revealed.
Capturing ‘moving portraits’ of a wide range of talent utilizing high speed videography was key in connecting with the target demo in a way that felt authentic and truthful.
One of the key elements of the brand launch was to integrate the unique URL getbuilding.com. The power of this was it was both memorable, and a call to action. We recommended elevating the “Get Building" tagline to leverage memorability around the brand, and using it as the primary CTA.
When we began the project, one immediate challenge was building a website meant for products when products weren’t yet available. This led us to a content strategy based on a multi-phase launch, first addressing the need of getting a site up to establish the brand. Then, as products became available, we could shift focus and build upon the existing foundation.
