Challenge

With rapid growth through the acquisition of smaller companies, Modern Niagara Group (MNG) had the problem of bringing their newly acquired companies under the MNG brand. The acquired companies had their own brand identities and needed to gain MNG equity but without a consistent brand foundation, look, and feel. They felt disconnected as an organization and their clients could sense the confusion. MNG came to PIVOT for brand unification and a common messaging platform for all current and future new acquisitions.

Solution

PIVOT used design research methods to understand and restructure the brand hierarchy to include a nationwide umbrella brand (Modern Niagara Group) with two main divisions: Eastern and Western.

The brand structure reinforces MNG’s existing industry reputation while creating a useful hierarchy for divisions and their sub-brands as well as providing endorsement of third-party brands and their differing capabilities. By ensuring consistency, PIVOT has provided the organization with a support platform as it pursues growth in new business lines and markets.