Being a leader in the construction industry, R.W. Mercer sought to communicate its strategic plan to one of its most important stakeholders: its internal team members. Playing on the existing logo and industry, Publicom branded the effort, “Making Tracks” to highlight to company’s growth and improvement goals. Tactics included team-building internal events complete descriptive placemats and a giant logo’d Jenga. The Making Tracks initiative was communicated through intranet, identity, signage, video boards in employee breakrooms and e-newsletters.
The identity made tracks by winning a national award.