TAGLINE
Generations of Quality Construction
VOICE AND TONE
The voice of Hutcherson Construction holds integrity. With a company history of three generations, Hutcherson Construction should position itself as an expert in construction through clear language and striking visuals. The intent is to communicate competency through the presentation of high-profile projects. Hutcherson Construction has a tone that is honest and remains proficient. Generate interest of new organizations by creating a committed and memorable presence among current clients.
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Logo Concept
KEY PERSONA
Architect alex
Industry Buyers
Background:
Architect Alex exhibits a keen interest in how things are made. He appreciates systems, order, and is a strong believer that God is in the details. He strives to become an industry name and make partner, if not already. Architect Alex is a problem-solver and design-focused on sustainability.
Demographics:
- Demographic could be male or female
- Ages 35 – 65
- Annual income: $74,000+
- Married with kids
Identifiers:
- Strong-willed and a visionary
- Both right- and left-brained
- Dislikes asking questions because he wants to figure it out himself
Values and Goals:
- Accuracy and honesty from construction builders, particularly in price
- Timely communication
- Design quality and technical insights of building-products and building-details
Challenges:
- Tight on time
- Feels trade-shows and lunch-and-learns are inefficient to get building-product information
- Dislikes being sold to and clients who think they are architects
- Value engineering
How to Reach Architect Alex:
Architect Alex seeks out information on construction companies and building products primarily online. He likes figuring things out himself, so he only attends manufacturer lunch-and-learns on occasion to earn continuing professional development credits. There are two ways to reach Architect Alex: online presence and architect-peers. An impressive online presence that answers questions and provides a clear vision of building capabilities will go a long way. He trusts testimonials, ratings, and reviews, so this must be well-developed in the digital strategy. Develop an honest and memorable relationship through each project since Architect Alex relies mostly on his architect-peers for information and recommendations.
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