Maintaining & Strengthening Brand Equity Through A Rebranding
Kistler McDougall, a premier name in the Southeast’s construction industry, was renowned for its expertise in external building features like cladding and daylighting solutions.
With one founding partner exiting and the company marking its 40th anniversary, the decision was made to rebrand as “Kistler.” While this change was expected to have minimal immediate impact on existing clients, it presented an opportunity to refresh and redefine the brand for the future. Kistler, now led by the sons of its other founder, engaged id8 to guide this transformation.
The primary goal was a seamless transition from Kistler McDougall to Kistler while preserving brand equity, minimizing confusion, and laying a strong foundation for future marketing.
Preserving brand equity meant ensuring that the reputation and trust built under the Kistler McDougall name carried forward without disruption. At the same time, we needed to mitigate any potential confusion among existing customers and new audiences, making it clear this was a name change, not a restructuring. We also aimed to position Kistler for broader marketing strategies aligned with its future vision.
Clear communication was central to this effort. It was essential to emphasize that the name change would not impact client experiences or organizational values. Our strategy included engaging stakeholders with transparent, informative content while honoring the legacy of Kistler McDougall and creating excitement for the future of the Kistler brand.
Before
After
The new logo retains the familiar box shape from the old design but adds an arrow, completing the “K” for Kistler. This symbolizes two core elements of the brand: its solid, dependable pedigree and its progressive, innovative spirit. The box and arrow are carried through as design elements across various assets, from website layouts to image framing and bullet points, conveying stability and innovation throughout Kistler’s marketing materials.
The rebranding involved a multi-purpose marketing strategy to shift online and offline brand equity to Kistler. This included updating digital assets like the website, social media, and search engine presence while crafting a forward-looking narrative to solidify Kistler’s identity.
The first step was choosing a new URL, KistlerUs.com, followed by an overhaul of the website. This visual rebranding transitioned from the Kistler McDougall mark to something fresh and engaging. The previous branding, while functional, lacked energy and failed to fully represent the company’s forward-thinking nature.
From a messaging perspective, the focus was on balancing respect for the company’s legacy with excitement about its new direction. Narratives highlighted stories of success and innovation while emphasizing the stability and dependability of the Kistler name.
A standout feature of this messaging strategy was the “Solution Stories” series, which showcased Kistler’s commitment to designing solutions that prioritize the comfort, health, and safety of building occupants while ensuring longevity. These stories exemplify what sets Kistler apart: its ability to create lasting, people-centered solutions.
We’re proud of how this project came together, culminating in a Gold Winner award at the 2024 Davey Awards for our website redesign. Working with Kistler on this rebranding effort was an honor, and the recognition is a testament to the collaboration and shared vision that made it possible.