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.
