CPPI is a return client for Frankel, initially working together 10 years ago. In that time, CPPI has expanded significantly – both geographically and in expertise – growing into a full-service construction partner that works with developers to bring buildings to life from the initial idea to ribbon cutting. They have over 210 employees across eight offices in the Southwest U.S.
As CPPI’s footprint grew nationally, so did the need for a brand evolution. CPPI needed a brand that reflected their scale, ambition and core values. They turned to us to help redefine their brand strategy, ensuring it represented who they are today and where they are headed. Through deep research and collaboration with leadership and employees across departments, we uncovered key truths that CPPI could own, which would ultimately become the foundation for their new brand and would ensure a powerful and differentiated presence in the construction industry.
What we did:
- Research and Discovery
- Brand Strategy
- Brand Development
- Verbal and Visual Identity
Research and Strategy
In the construction industry, it’s easy to get lost in the crowd. What sets a company apart?
Our research revealed that CPPI’s edge lies in their direct communication, transparency and relentless commitment – qualities that build a strong connection with builders and developers, ensuring projects align with both community impact and financial goals. CPPI’s hands-on involvement and commitment to getting the job done makes them stand out.
Through conversations with employees and partners, we identified CPPI’s core differentiator:
“Horsepower and Heart.”
This combination of strength and dedication is the foundation of their brand refresh. Every aspect of the branding is designed to reflect this truth and set CPPI apart in a competitive industry.
Verbal Identity
CPPI’s new brand voice is bold, fearless and no-nonsense – just like the way they work. Their messaging revolves around their get-it-done mentality. No matter what. It’s a strong promise. And so the way CPPI talks needs to have as much conviction.
Frankel created “Building Blocks” to guide CPPI’s brand voice and to help bring the new voice to life by showing what we mean, instead of just telling.
- More Than Concrete and Steel.
There’s heart in every project. We know it’s never just a building, and we don’t shy away from the deeper conversations.
- The A-Team. Every Time.
We’re passionate about what we do. Plain and simple. Our motivation is built into who we are.
- Cut Out The Useless.
Say what needs to be said and do what needs to be done.
- Do What You Say. Talk When It’s Done.
It’s a no nonsense approach. We can celebrate when the project’s complete.
Visual Identity
The “Horsepower and Heart” concept comes to life through intentional visual elements, starting with the strategic use of color. The dark blue conveys strength and professionalism, while the green represents growth and commitment. White offers clarity and balance, ensuring a clean and consistent visual presence.
The Situation
KSU – The Best Kept Secret in Georgia
Although Kennesaw State University has the 3rd largest student population in Georgia, it has largely flown under the radar. Our extensive research uncovered KSU is a major economic driver and community growth developer. It was one of the first schools to offer a Masters in AI and has the state’s #1 Executive MBA program among other impressive accolades. To draw awareness to these unexpected discoveries, we created a very unexpected campaign.
What We Did:
- Graphic Design
- Copywriting
- Programmatic Display Ads
- Print Ad
- Email
- Direct Mail
- Social
- Native
- Microsite
Approach
Make an Intro by Breaking the Mold
To grab the spotlight as KSU took the big stage for the first time, we designed pieces that told the story of each accolade using attention-arresting artwork. It’s a look that’s unlike anything else in higher ed (or any industry for that matter). For copy, we wrote bold, thought-provoking headlines giving KSU a distinct voice while prompting peers to learn more.
Owl Accolades
KSU’s mission is to serve its students, many of whom are first-generation college, and communities in Georgia and around the nation. Their goal is to make an immediate impact, which is why their breakthroughs don’t stay within the walls of academia. We combed through their accomplishments and picked the most intriguing and innovative stories that made a difference in people’s lives.
Implementation
Spreading the Word
The campaign included several touchpoints, yet highly targeted to our main audience. Our display, native and social ads succinctly and effectively communicated KSU’s impact.
The executions drove to a landing page which housed all of the accolades and provided the full story.
A direct mail piece, which highlights several accolades, and a print ad in the Chronicle of Higher Education expanded the campaign outside of the digital space.
We also launched an email campaign where we shared a little more about the story behind the accolade.
Getting Results
*During the first 30 days of the campaign
Kennesaw State University CUSA Commercial
Kennesaw State University is the best kept secret in Georgia, and as the newest member of Conference USA, they wanted to introduce themselves to the nation with a :30 TV spot. With national placements during KSU sporting events, it had to be bold, unique and attention-grabbing, just like the Owls themselves. A typical campus drone shot (yawn) students in labs (ho hum), fight song blaring (meh) just wouldn’t do. So we wrote and produced an original track and matched the energy with visually arresting motion graphics showcasing what makes KSU great. The commercial has been a hit with KSU fans and competitors alike.
Financial advisors operate within a highly regulated landscape and they need someone to help them navigate one-time and ongoing requirements. That’s where eAdvisor Compliance, their personal compliance experts, steps in. When eAdvisor was looking to expand their reach and connect with more advisors, we stepped in to elevate eAdvisor’s brand.
What we did:
- Research and Discovery
- Review of Business Services
- Brand Strategy
- Brand Development
- Verbal and Visual Identity
- Logo
- Website Design
- Website Development
- Social Marketing
BEFORE
AFTER
Cutting Through:
Research and Strategy
Whether it’s navigating state regulations or looking to register with the SEC, not only is compliance nuanced, but many advisors are unsure of where to begin. RIAs can become overwhelmed with ongoing updates and the need to prove that they’re doing their due diligence. So, where would they even begin to find help?
Brand Development
Through our strategic verbal identity process, we were able to establish a brand voice that helped eAdvisor cut through the humdrum of paperwork and legal jargon, and speak directly to RIAs in need of their expertise. The distinct brand voice we crafted for them highlights the benefit of choosing eAdvisor – a direct relationship with the person who is going to help you through every step of the process. Freeing up advisors to spend their time focusing on their clients.
Website Design and Development:
Using Design To Solve A Complexity Problem
eAdvisor has a wide range of services and each one provides great value to their clients. We wanted to make sure that the benefits came through loud and clear. Through design we were able to make sure the volume of information was easy to navigate and beautifully presented.
The Need
After more than a decade of serving clients together, as part of the Wells Fargo network, Bryan Vowels and Troy Stovern decided to step out on their own as an independent RIA firm. They had a calling to help people with more than just wealth or retirement planning. Knowing that finances touch every part of a person’s life, they saw themselves as guides to help individuals and families maximize their wealth in order to live a fulfilling life of purpose, beyond the bottom line.
Our Approach
In an industry of regulated sameness, the firm has the potential to own a unique position in their marketplace. The challenge would be to craft an identity that speaks to the table stakes of their services, but makes room for building plans that look beyond their clients’ bottom line.
Naming
Through in-depth discovery, Frankel helped to find the essence of who they wanted to be for their clients. They saw themselves as guides, helping people find their purpose and their passion—their ‘true north’. And much like people have used stars to find their place and chart their way, the firm looks to help clients navigate challenges and steer them towards opportunities. Committed to making an impact in the lives of their clients and their community, Frankel created a name and unique qualifier that speaks to both aspects of their mission: TrueNorth Wealth & Impact.
Brand Identity
Leaning into the idea of TrueNorth as a guide and navigator for clients, the brand identity prominently features a star in all versions of the logo. The primary version sets the full name atop a solid horizontal bar—referencing the sturdy foundation of the brand’s approach—with the Impact & Wealth qualifier underneath. An abbreviated variation of the logo pairs the star with the letter N, giving a nod to the name, and a shortened version of the horizontal bar. A brand palette of rich, calming earth tones allows the logo to be used in a variety of placements.
Brand Position
The first piece is distilling that big idea into a single, ownable statement. Something that serves as the true north (pun intended) for the brand:
A future built with purpose.
This statement carries many meanings. “Future” speaks to the wealth planning we provide. “Built” conveys the many pieces taken into consideration by all parties. “Purpose” is layered with the goals, passions, and the individual purpose of each client.
Gearing Up for the Path Ahead
After developing the brand’s verbal and visual identities, we set out to work to equip TrueNorth with the core assets necessary to launch the brand. A new website, print collateral and promotional materials were developed to showcase the message and service offerings, all leading up to a grand opening event showcasing the brand and TrueNorth’s new office space.
Concept Companies
Concept Companies is a real estate developer that takes on some of the most imaginative and future-thinking projects. They came to us because they needed their new website to represent the truly unique approach of their organization.
Full Website Development
We went through our full process to develop their new website: benchmarking, SEO strategy, funnel strategy, wireframing, content development, design and development.
Custom Footer Illustrations
Insight
Our analysis of their old site during the benchmarking phase told us that most visitors to the site viewed the Projects and People pages. This meant the site was being used as a legitimizer for future clients. So our strategy hinged around creating something that spoke to the diversity in their portfolio and expertise in full scale projects.
James Moore is a professional accounting and consulting firm with lots of personality. We developed a new brand complete with logo, tone of voice and design elements that brought it to life. See the featured project here.
From Brand To Branded Communications
Don’t just sit on a new brand. Once you do the work, keep it going.
For James Moore, we’ve carried its new look and feel through to their communications. This campaign focused on five key messages for their audiences. Each has its own design sensibility, finds strength in branding, and engages the audience across various media.
Alachua County Animal Resources
There’s always a need for people within the community to adopt cats and dogs. But how do we move them to action? With this heavily digital campaign, we approached the need from a few directions. Pets bring a lot of fun into our lives, they also provide much needed emotional support, but it’s also important to find a pet that matches your lifestyle – we covered it all.
Your Best Friend Is Waiting
There’s no doubt that pets are bursting with personality, and soon become our best friends. This colorful part of the campaign paints a fun and hopeful picture of the various personality types waiting to befriend you.
More Than a Pet
It would be an understatement to say that pets provide us with much needed love and support. Their presence can make all the difference. Adoption isn’t just about caring for a pet, sometimes they take care of you, too.
It's a Match
A playful way to personalize the adoption process – we created ads to match up potential adopters with pets.
UF Coaches Booklet
With the end of the 2021 Football Season the University of Florida decided to go on the hunt for a new Head Coach. UF came to us with a tight deadline, so we rolled up our sleeves and built a kickass recruiting booklet to show off just what Gator Football is all about.
Facilities Plan
The University of Florida has some long terms plans, like 10-20 years out, We showed off what those plans entail for the newest facilities coming available to UF Coaching Staff.
By The Stats
When you talk sports, you inevitably talk about stats. So we put the numbers up front as they are nothing too scoff at with Florida’s long standing athletic history.
Two of the biggest collegiate athletic associations team up to take their rivalry off the field and into the streets. We put together a hype video to drive registration for the first the annual 5k fun run that took place ahead of the highly anticipated Florida/Georgia game weekend, one of the greatest college football rivalries of all time. Then pushed the video out on both teams social accounts and in stadiums in the lead up to the big game.
UF Online Dariel's Story
To help the University of Florida Online with student recruitment efforts, we created a video featuring one of their top graduates. His incredible story led to an engaging and inspiring video.
Rapid Genomics is at the forefront of genomic analysis helping companies across a broad range of industries create better outcomes for mankind. We created a unified brand identity to wrap the parent brand as well as their line of products and applications into a cohesive visual system across all communications.
Print Collateral
Website Design
We played a major role in bringing legendary UF Gator football coach Steve Spurrier’s restaurant to life,
from finding the operating partner to designing the wallpaper, we carried it all across the line to launch.
There’s private dining, outdoor patio space, a killer menu, and a huge rooftop bar called Visors.
It’s truly a space fit for a Heisman.
Gridiron Football Menus
Collateral
Career Displays
Lifestyle photography
Food Photography
By The Numbers - General
When it comes to results, Avera & Smith’s numbers speak for themselves. This video put in hard facts the success the law firm has had for their clients against the backdrop of their longstanding service to the Gainesville community.
Don't Hire Avera
A satirical view of Avera’s reputation from the point of view of insurance adjusters, who would really rather you not hire the prowess of Avera & Smith to represent your worker’s comp case. Frankel concepted, produced, shot and edited this :30 spot.
Dedicated to the Dedicated
As Florida’s premier association for veterinary medical professionals, the FVMA is dedicated to the support and advocacy for those who are dedicated to the care of our animals. We revitalized their brand to strengthen the connection between their affiliate brands and constituents with a rebrand, anthem video and new website.
When Occidental Management asked us to partner on the gargantuan task of reimagining the former Sprint Campus headquarters in Overland Park, Kansas, we knew an aspirational rebrand was crucial to its success. Beginning with a renaming effort all they way through a new brand we worked to establish the property as a premier destination for companies and residents whose ambition knows no bounds. This work took home Silver, Graphis Design Annual 2022, and got us fired, but that’s another story.
Logo
The brand identity system offered flexibility and a dynamic usage for the logomark, all built around the strength of a multifaceted skyward-pointing triangle.
Leasing Support
A leasing brochure was developed to introduce prospective tenants to the project.
Field Guide
Brochure introducing the new brand to internal and external audiences.
Unique opportunities were found to apply the brand identity around campus to solidify the new name and logo.
An upscale, yet eccentric steakhouse with the best cuts, the freshest shellfish and creative cocktails, Prime and Pearl is built around unexpected pairings. We crafted an equally unique and memorable brand with enough quirk and sophistication to keep diners’ curiosity piqued.
Food Photography
Website Design
