Miller-Davis Company Identity
LKF updated Miller-Davis Company's 100-year-old look with an identity renovation.
When Miller-Davis began working with LKF in 2006, it was losing marketshare to various competitors. Through a professionally administered perception and awareness study, LKF gathered information to learn that current and potential customers felt the company wasn't technologically advanced and there was a lack of brand recognition compared to the amount of work the company had done in the area.
The first step to remedy the company's problems was an identity update. LKF kept the primary elements of Miller-Davis' logo, but freshened the artwork to represent the professional and strong company and added "Experience Matters" to reinforce the company's longevity. The tagline "We Built That." was added to support a campaign that would raise awareness about all the work Miller-Davis had done. Years later, the tagline has been updated to "We're Building the Future" to showcase projects that are in construction.