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Case Study

Fabricating the Foundation of a Company that Breaks the Mold


CoBuilt uniquely delivers the complementary services of 3D structural design, project management and steel fabrication, which are not commonly packaged together. These products are often used in distribution centers and order fulfillment — think sophisticated conveyor belts raised off the floor. CoBuilt’s team of highly experienced designers and builders of automated distribution and sortation equipment solves two common customer problems: (1) complex project coordination and (2) lack of cohesion among numerous specialty contractors.

T H E   C H A L L E N G E

The company concept for CoBuilt emerged in 2017, though the company had no name or brand. After the branding was complete, the natural next steps included a logo, website, trade show marketing, and video storytelling designed to give the sales team the instant credibility it deserved when calling prospective customers.

T H E   D R E A M

Having existed for 50 years under a different brand that specialized in supplying steel for structural projects, this re-imagined company had a different vision in mind. They wanted to change the way clients experience project collaboration in their space by handling it all, soup-to-nuts — a one-stop, hassle-free solution for steel design, project management and fabrication.

T H E   S T R A T E G Y

Naming and Branding

With all branding projects, the initial stage is one of pure creation. Our team brainstormed hundreds of words and phrases that depicted one or more aspects of the business concept and its core promise to customers. From there, we whittled ideas down to a list of the most viable concepts – those that represented the company’s values and differentiators, would stand out in the marketplace and did not sound or look like other company names that might distract from our client’s brand.

Ultimately, we presented the name CoBuilt to represent two key aspects of this business concept: the collaborative partnership approach and the innovative service delivered — a built structure made simple by the CoBuilt process.

Core Values

Knowing that the mission, vision and values of a company can instill a sense of belonging and identity to both employees and customers, it was important that CoBuilt’s values sounded like no other in the industry, as this is not your average company by any stretch. Together, CoBuilt leadership and RedRover crafted the company’s core values with impactful, unique collateral that shows the company’s commitment to high-tech project-management methods.

Web Development

Next, we established the company’s digital presence in order to build awareness and generate leads. With a fully customized website, we incorporated the company’s unique process, existing case studies and core values using strategically-designed brand guidelines.

To capture attention quickly and simplify the complex process, we delivered a custom video to be placed above-the-scroll on the website’s homepage.

T H E   R E S U L T S

With a comprehensive brand developed including name, logo, core values and custom website, CoBuilt was ready to take on the world. Our collaborative and comprehensive approach empowered the company to grow quickly.

In addition, the core values put powerful meaning behind the company’s positioning and are used to quickly convey to clients, prospects and engineering talent exactly how CoBuilt plans to stand out in the industry: Create SeparationMove the Needle, and Raze the Old, Raise the New.

Today, this innovative co-delivery of services attracts the world’s largest supply chain and logistics companies, including Amazon, Canada Post, DHL, FedEx, Target, UPS and the U.S. Postal Service. Half-way through 2021, CoBuilt was poised to achieve its biggest year ever with a 48% growth in revenue over 2019.

Ready to take the next step?