As company leadership was progressing, the team at Powell construction asked V2Works to lead the way for their new brand. Our primary goal was to preserve the company’s accomplished heritage of over 40 years while determining a strategy for the brand to modernize in the present and prepare for future evolution. With the company history running back through four decades of knowledgeable construction and a close-knit team, it was essential to highlight the key characteristics that Powell was already recognized for in the industry while reenergizing the brand with a new name and visual identity to take to market. Our challenge was to manage expectations and align with multiple key decision-makers.
The first thing the V2Works team needed to do was get an idea of how each of the primary stakeholders thought and felt about their company, the business name, and the company’s future in general. We also needed to compare the views of the key stakeholders to see if they clashed in any important ways. If they did, we needed to expose that and resolve it up-front. Next, our team went through rounds of vigorous naming exercises, keeping in mind specific criteria: the name must be easy to pronounce when read, must have an available .com, and must not imply the wrong things. Beyond the company name, an important consideration was to create a tagline that would sum up the company’s evolving nature. In the end, the final brand name selected was Powell Ryka. The first word, Powell, paid homage to the company’s roots, while the second word, Ryka, was developed to play off the names of the future generation of company leaders. The chosen tagline, Next Generation Construction, was set to tell the brand’s story by connecting the dots from the current leadership to those who will lead tomorrow’s builds. After that, everything fell into place to create a new visual identity. The V2Works team developed a logo, brand guidelines, website, and multiple pieces of digital and print collateral to capture their entire story. Looking toward the future, the brand is also set to drop the “Powell” name and easily transition to only “Ryka” when it is time for the next phase.
The new Powell Ryka brand reinforced the company’s accomplished, trusted, and dependable nature throughout the Pacific Northwest construction market and allowed them to create a modern and dynamic experience for old and new customers in addition to recruitment strategies. The strong brand identity instills integrity and confidence for high-value prospects ranging to eight figures.