Mediterraneo
Situation
Mediterraneo Design & Build was first a family-owned kitchen and bath design and construction company focused heavily on remodels in northern California. After 20 years and the economic collapse of 2008, new ownership had moved in and was ready to reassess the company’s identity and business strategy.
The younger and hungrier new leadership had had early success winning larger projects collaborating with local architects. Thus, they were exploring whether or not to continue the design side of their business. Our answer was to ask architects, past clients and current prospects. Extensive one-on-one research led us to a subtle but significant insight; if the company wanted to do business with sophisticated architects but still keep the door open to design and build jobs, they should focus on their leading strength — construction — while couching it in their sensitivity to high-end design.
Solution
Rather than discard the name, and the equity that came with it, our recommendation was to simply remove the “&” from “Design & Build” and create, in essence, a new category: that of design builders. In other words, contractors who understand and commit to achieving an architect’s vision and home owner’s dream, and work accordingly.
The far more significant implication was for the company’s imagery. In order to walk the talk of a design-savvy new-home construction company, entirely different branding was in order. Further, the new owners were highly educated and adventurous — personality traits that mirrored their Silicon Valley prospects working at Apple, Google and the like. This thinking inspired a total brand overhaul with a new website, apparel, truck graphics, outdoor boards, even a porta-potty sign.
The sophisticated yet cheeky work quickly garnered attention from architects, prospects, and job site neighbors.
Result
Just the other day, one of the partners was approached as he got out of his Mediteranneo-branded van, and told, “Hey, you’re the ‘Big Bad Wolf’ guys. When I’m ready to re-do my house, I’m gonna call you.” More importantly, within months of the marketing launch, Mediterraneo has been consistently swamped with a 6-month backlog of new projects, allowing them to pick and choose among the most desirable opportunities in Palo Alto, Atherton, and Portola Valley.