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