Brand Positioning for Construction Firm
Case Study

SullivandayLogoIngenuity developed a new brand and online presence to help Sullivan|Day Construction stand out in a competitive market. Based in Plymouth, Minnesota, the design-build and general contracting firm has a strong niche in veterinary medical and restaurant construction, and is expanding its education, retail and corporate office portfolio. When Steve Day took over as president of J.L. Sullivan Construction in 2012, the design-build and general contracting firm delivered a unique client experience, focusing on high quality construction processes and delivering delight. But to stand out in a competitive market, they needed to create a brand that pointed toward the firm’s bright new future and an online presence that reflected the brand.


After engaging in a branding process with Ingenuity, the firm is now called Sullivan|Day Construction. The visual brand is completely new and includes a logo, identity materials and website. Its brand identity, messages and website reflect beauty and function — just like the beauty and function this firm pursues in each client project.


The new brand is designed to take the firm to the next level of growth and emphasize specific industry knowledge as well as the team’s unique understanding of client business goals. The new website includes exciting features such as an interactive portfolio, inviting team bios and a blog. It is also optimized to attract more visitor traffic, and is structured with Responsive Web Design to adapt to mobile devices. We continue to work with them on marketing projects. Several clients have given praise for the firm’s new website and one client even said it’s what won their business. “Our sales increased 45 percent in 2015 over prior year and I’m sure a lot of it had to do with our new branding,” says Steve Day.

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