A construction powerhouse, brand left behind.
EllisDon is a $6B construction powerhouse. But its brand platform hadn't evolved with the business.
While the company led in digital innovation, data intelligence, and design thinking, its reputation hadn't kept pace. Internally, 35 service teams operated independently, leaving Marketing reactive and stretched.
The business had evolved. The narrative, and the system behind it, had not.
Clarify the platform. Then operationalize it.
Brought in during a website redesign, MISSING LINK uncovered the strategic thread across 35 departments, defining cultural hallmarks, articulating "to-be Big Bets," and aligning on shared Jobs-to-Be-Done.
But clarity alone wouldn't scale. The system had to evolve with the story.
What we did, and how it landed.
Land the Platform.
Simplified complexity into a unifying narrative leadership could rally behind.
Build Sustainable Systems.
Replaced reactive one-offs with scalable briefs, templates, and production frameworks.
Align Around Shared KPIs.
Coordinated 35 service teams around common timelines and measurable outcomes, enabling proactive planning.
This wasn't just brand refinement. It was operational alignment.
The impact showed up in alignment.
Clearer Market Position
Reflected EllisDon's leadership in digital innovation and design.
Big Bets Aligned Across 35 Teams
A shared strategic narrative anchored in investment priorities, adopted across the company.
Planning Anchored in Shared KPIs
Annual planning aligned around common timelines and measurable outcomes.
Marketing Elevated to Strategic Function
Shifted from reactive production partner to trusted driver of business direction.
The arc
From complexity without cohesion
to platform with performance.
Your inflection point, like EllisDon's.
Strategy, identity, growth, and tactics — pulled into one operating system for your brand.