Attune Development Consultants
Successful project managers are a different breed. They find calm in a Post-it note melee and draw quiet satisfaction from an infinite-tabbed spreadsheet. Their brand should reflect that same sensibility.
We were originally contracted to assess the brand of CDT Design Consultants, a construction management company that handles every aspect of commercial development on behalf of the business owner. The acronym CDTDC was doing them no favors: it confused their target market, made them nearly impossible to remember, and according to at least one person in the room, sounded like a shadowy government agency staffed by ninjas. Worse, their marketing materials weren't clearly communicating their services and potential clients were regularly saying “I didn't know you did that” during presentations.
The name Attune Development Consultants was created to reflect how the company actually works: saving clients considerable time, effort, and money by staying attuned to every facet of the construction process—from finding the building site to ensuring the completed space meets expectations. The tagline, “We manage the possibilities,” summarized their outlook on every project.
The logo took a slightly whimsical but grounded approach: three balls conveying the idea that Attune deftly juggles the many moving pieces of any given project. The logo probably should have had two dozen more balls in it to literally represent everything Attune manages—but that way lay chaos, and chaos is exactly what they exist to prevent.
Collateral extended the brand with warmth and practicality. A brochure built around a daylong project timeline highlighted the challenges of keeping construction on schedule and on budget. A direct mail piece led with “We get dirty so you don't have to,” drawing recipients in and directing them to call or visit for the full brochure. As Attune's capabilities grew to include LEED certification, a second brochure paired what could have been overwhelming environmental statistics with approachable content anchored by a riff on their tagline: “We can manage that.”
The full engagement included naming, brand identity, tagline, collateral, direct mail, trade show materials, and all print and online copywriting.
