Associated General Contractors of Minnesota

Project: Rebrand
Deliverables: Brand Strategy, Value Proposition, Essential Value, Logo & Brand Identity, Tagline, Audit of Communications, Launch Video, Newsletter Redesign, Event Experience Consultation



A New Brand: 100 Years in the Making


After 100 years of shaping and supporting the building and highway construction industries in Minnesota, the Associated General Contractors of Minnesota (AGC MN) felt it was time to undertake a full rebrand. Leadership’s goal was to leverage any existing brand equity to create a relevant and memorable brand story and elements that support and reflect AGC MN’s priorities:

  • grow membership, especially by attracting a younger and more diverse demographic

  • strengthen the AGC MN’s brand as a thriving and dynamic organization that provides advocacy, education/training and networking

  • create deeper member engagement

  • raise awareness and have strong brand recognition

  • celebrate and utilize the 100-year anniversary as an opportunity to launch the rebrand, and leverage it as a promotional channel to meet growth goals

Building an Authentic Brand Sets the Stage for Success

Mercury Creative Group used its proprietary Mercury Method™ branding approach to lead a series of strategic working sessions with AGC MN’s executive director, staff and select board members that set the foundation for the rebrand work. Together, we took a comprehensive look into the association and, after interviews with more than 50 members – past and present – uncovered the primary value AGC MN brings to its members – being a trusted resource.

The exploration also revealed the organization had been hosting several events that were no longer relevant, and it provided direction as to how to improve those that still were.

These and other insights became the foundation that informed the reinvigoration of the AGC MN brand. The 100-year anniversary presented an ideal context in which to implement it. AGC MN would be a refreshed, more relevant organization, with a renewed purpose and vitality that energized existing members and attracted new ones.

Honoring AGC MN’s desire to build upon its strong brand equity, the new logo maintains the historical elements of the previous logo but uses an easy to read, uncomplicated modern typeface. A simpler logo design – with clean shapes and a refreshed color palette – updates the look and presents AGC MN as a vibrant, modern organization that’s celebrating its past but is focused on the future.

Using the new logo as a base, Mercury created a special centennial version to promote and celebrate the history and success of the past 100 years and, more importantly, set the stage for the next 100.

Strong Brand Identity Increases Awareness & Fosters Engagement

With a strong brand identity established, all member touchpoints will now have a new look, feel and tone of voice. This consistency and cohesiveness will continue to drive awareness, engagement and growth throughout AGC MN and the commercial construction industry.

AGC MN is on track to achieve its primary goals with the planning and execution of a year-long celebration to mark its centennial year. 2019 will be filled with print communications, events and campaigns designed to engage current members, attract new members from a broader demographic and bring positive media attention to the outstanding work of AGC MN’s current members and the construction industry as a whole.



We foster partnerships with our clients that enable us to uncover the essence of their brand. Let Mercury Creative Group help you gain a fresh perspective on communicating it in strategic ways that connect to the right audiences.


20 YEArs of proudly putting your best foot forward.