Building a brand in good company

Design and Image builds the brand foundation for The Weitz Company

Chances are, you’ve walked into a building constructed by The Weitz Company. The Des Moines-based construction firm was founded in America before the Civil War. So, it’s no surprise that the long-term, illustrious success of Weitz has led the company to establish more than two dozen company locations across the US and abroad.

This many locations also meant a different marketing department in each city — each with its own idea about how to interpret the entire look and feel, the message and the voice of the company. And each location invented — on the fly — new interpretations of the brand for each and every marketing effort.

Lack of brand standards and consistency has a cost

With an inconsistent brand image, developers and Weitz clients were in danger of not recognizing The Weitz Company as an integral whole, and not perceiving the company for what it truly stands for — its successful history, its devotion to success as a truly relationship-based company.

A superb, gleaming, building project is the result of simple relationships

The black and white photography of Weitz faces became the literal imagery and the metaphor for how significant relationships are to the success of the entire Weitz brand. Weitz employees are the meaning behind the words: Build in Good Company. The Weitz Company is the embodiment of an authentic relationship with a real person — one who is knowledgeable and experienced, one who has worked for Weitz for a long time, who is known to clients and developers by his or her first name.

Grounded in a textural, graphical system of imagery

Bold. Recognizable. Measured. With colors that incited the feeling of newness, of precision — like building blocks: that system of imagery became the consistent graphical housing for the humanized, black and white portraits of Weitz employees.

Simple consistency was essential: Weitz trucks needed high visibility and clear functionality — and that model repeated itself consistently in every way for each element:

  • Corporate logo
  • Typography
  • Stationery
  • Large-scale outdoor graphics
  • Vehicle graphics
  • Marketing materials

Design and Image understood that consistency would also ensure that the Weitz Company brand equity lived beyond just one generation, beyond one city.

Brand application manual

Design and Image ensured consistency with templates, graphic files, and an essential 52-page manual, which became The Weitz Company brand bible. Each Weitz marketer in each location is armed with easy-to-use, yet strict guidelines and rules on how to use each graphical combination of logo, tagline, photographic image and new forms of messaging — so the entire visual brand system lives with integrity.

Weitz marketing teams now spend less time figuring out their visual brand and more time marketing the Weitz offering. Ultimately, the coalesced Weitz brand is now actionable throughout the entire company, and tells its story recognizably to the world: key factors for a strengthened brand, the gateway to new revenues.

The black and white photography of Weitz faces became the literal imagery and the metaphor for how significant relationships are to the success of the entire Weitz brand.