Lauren McCormack.
McCormack | Construction
Above | Lauren McCormack navigating her construction team on site
“From the moment we met, I felt assured they were the experts we needed to partner with. They didn’t hold back in highlighting the necessary changes McCormack needed to make, and it was evident that they meant business.”
Building a strong foundation
Transforming a legacy.
In the competitive world of construction, where every brick and beam matters, the name McCormack has stood tall for over five decades. Lauren McCormack, representing her family’s impressive legacy, understood that in an ever-evolving industry, brand perception was more critical than ever. In early 2021, she sought to rejuvenate McCormack’s brand and communications strategy, and that’s when the McCormack team engaged LabWorkshop.
Lauren’s vision was clear: she wanted to ensure that McCormack continued to thrive, not just survive, for the next fifty years and beyond. Recognising that the need for change was inevitable, the next step was finding the expert guidance they needed. She could have engaged any of the countless design agencies that approach McCormack weekly, but Lauren knew such an important undertaking required strategic thinking and a tailored approach.
Above | McCormack’s talented interior design arm: Studio 103
“Our internal team are amazing at what they do, but they’re also really close to the fire, so bringing in a team that knew little about our company meant a raw and unbiased evaluation would be developed that would maximise our chances of success.”
Changing course for the better
An important undertaking.
At the helm of McCormack’s daily operations, Lauren knows intimately what makes the company what it is today and why its clients have continued to entrust McCormack with their projects for the last fifty years. Given the importance of the journey the team were undertaking, you could forgive Lauren for being a little apprehensive of what was to come.
But from the very first meeting, Lauren was struck by our team’s approach. “From the moment we met, I felt assured they were the experts we needed to partner with. They didn’t hold back in highlighting the necessary changes McCormack needed to make, and it was evident that they meant business”, says Lauren. Lauren was impressed by the clarity and results that LabWorkshop brought to the table. “They were more than an external consultant; they were a formidable partner who led McCormack through a thorough brand and marketing assessment that changed the course of our company for the better.”
A fresh perspective.
Despite having a dedicated internal marketing team, Lauren knew partnering with an external brand consultant was critical. “Our internal team are amazing at what they do, but they’re also really close to the fire and influenced heavily, whether deliberately or not, by our leadership team”, says Lauren, “Bringing in a team that knew little about our company meant a raw and unbiased evaluation and strategy would be developed that would maximise our chances of success”.
In Lauren’s words, “We have been impressed by the clarity and results that have flowed from engaging this additional external firepower to lead us through a thorough brand and marketing assessment. We’d been afforded the visibility and insights needed to orchestrate significant brand change without losing the core values that had defined McCormack for generations”.
For McCormack, LabWorkshop became more than just consultants; they became architects of a brighter, more promising future.
Above | Michael Painter consulting with the strategy team over construction proposals
Robert Goodwin.
Cube | Finance
Above | Rob Goodwin and Scott Porter engage the team in strategic conversation
“When you’re investing substantially in your brand and everything associated with it, you want to make sure you’re getting the best outcomes you possibly can be, and that’s where LabWorkshop made good business sense for us.”
New attention for new audiences
A successful foundation.
Cube Finance has quietly thrived for years in the commercial finance space. Founded on a solid foundation of relationships and word-of-mouth referrals, Cube Finance has never focused on its brand identity or utilised social media platforms to its advantage. However, with a vision to elevate their brand and embark on a transformative journey into the next decade, Cube Finance turned to LabWorkshop, for expert guidance and strategy. The driving force behind this ambitious transformation is Cube Finance’s Director, Rob Goodwin.
Change often begins with a trusted recommendation, and for Cube Finance, this pivotal moment came through their long-term partner and friend, Ray Chamberlain. Ray’s endorsement served as the catalyst that led Cube Finance to discover LabWorkshop’s transformative approach to brand strategy.
A vision for the future.
Cube Finance has undeniably been a success story in the financial sector. However, their lack of attention to brand development and the absence of a digital footprint meant they were missing out on a vast potential audience. Rob and his team recognised that to secure a strong foothold in the next decade and beyond, they needed a robust brand strategy and expert guidance to light the way.
Above | Nurturing a warm and welcoming culture has always been a central focus at Cube
“We aren’t the experts in branding, so having someone provide a full-scale evaluation of our business before committing to the rebranding process helped us invest in the right places. It was simply a bonus that their team could also deliver on the recommendations put forward.”
The next decade and beyond
Support from start to finish.
In Rob’s words, “The LabWorkshop team provided a foundation that supported us through a rigorous process, culminating with a brand strategy, positioning, and the development of our new website. Each step of the way, we have been kept consistently informed, and the team has proven their ability to provide support through all project stages, from early-stage roundtables to the development and production of brand experiences and the tools we require to move our brand into the next decade. Their highly involved process and exceptional communication commitment assured me we were in good hands.”
Investing in the right places.
For Rob, the transformation of Cube Finance was not just about rebranding; it was about embracing the future with confidence and a clear vision. “We didn’t just want a creative agency to come in and revamp our visuals or update our website; we needed someone to help us understand what we were doing right, what we could be doing better and what we were completely ignoring. The last thing we wanted was to be telling someone what we wanted. We were chasing someone who would tell us what we needed”.
“When you’re investing substantially in your brand and everything associated with it, you want to make sure you’re getting the best outcomes you possibly can be, and that’s where LabWorkshop made good business sense for us”, says Rob. “We aren’t the experts in branding, so having someone provide a full-scale evaluation of our business before committing to the rebranding process helped us invest in the right places. It was simply a bonus that their team could also deliver on the recommendations put forward”.
Cube Finance’s journey is an inspiring example of how expert branding and strategy can transform even the most successful businesses into future trailblazers. As Cube Finance takes its first steps into a new era, the financial world eagerly awaits the impact of this remarkable transformation.
Above | Deep exploration continues to drive the workshop process
Nathan Krneta.
Krneta | Conveyancing
Above | Baris Sahin, Jacob Ravenhall and Nathan Krneta
“We’ve always had a dedication to reinventing our industry, not just existing within it”, explains Nathan, “We engaged a LabWorkshop to get the strategic advice and guidance we needed to take our brand and communications to the next level”.
Setting a new standard
The need for a clear purpose.
Since its inception in 2015, Krneta has been dedicated to setting a new standard in certification and compliance. The company’s commitment to leading and improving while benefiting the wider community has been at the core of its DNA. However, for a company that pushes for change daily, its brand and image were not fully aligned with this vision. Nathan Krneta, the company’s founder, recognised the need for a clearer purpose, brand identity and design language to authentically convey their commitment to a new standard.
Finding the right guidance.
In May 2022, Krneta embarked on a transformative journey by partnering with LabWorkshop, renowned brand strategy and consultancy experts. A collaborative workshop set the wheels in motion for a strategic roadmap leading to their desired outcome. With this roadmap in place, Krneta’s brand identity quickly followed suit.
Nathan explains, “We’ve always had a dedication to reinventing our industry, not just existing within it. When we need legal advice, we engage legal consultants. When we need financial advice, we engage financial consultants, so with this type of thinking, we engaged a LabWorkshop to get the strategic advice and guidance we needed to take our brand and communications to the next level”.
Above | Meticulous and detail-driven, Krneta’s leadership team frequents construction sites
“As surveyors and consultants, we have to operate in a detail-driven way. We loved that this is exactly how the team behind LabWorkshop operates. This was evident through the workshop process and was the driving force behind our subsequent rebranding”, says Nathan.
Shaping the journey ahead
Driven by the details.
Krneta underwent an extensive process that began with a brand strategy workshop and culminated in a full-scope brand roadmap. Nathan then decided to engage the LabWorkshop team further to deliver on the recommendations made within the roadmap due to the thorough and accurate approach to the process. “We’ve worked with agencies in the past, and they’ve left a lot to be desired. As surveyors and consultants, we have to operate in a detail-driven way. We loved that this is exactly how the team behind LabWorkshop operates. This was evident through the workshop process and was the driving force behind our subsequent rebranding”, says Nathan.
A transformational process.
Nathan Krneta’s decision to collaborate with LabWorkshop has been pivotal in shaping Krneta’s transformation journey. Their shared commitment to establishing a new standard, amplified by LabWorkshop’s expertise, has given rise to a brand identity that resonates with Krneta’s mission and values and positions them as the leaders they are within their field.
Above | A rewarding process that helps align and unite leadership with shared objectives