North America Construction (1993) Ltd. (NAC): Brand Positioning

North America Construction (1993) Ltd., also known as NAC Constructors Ltd., is a Canadian construction company that delivers complex infrastructure initiatives across diverse sectors, including industrial, manufacturing, energy, mining, and heavy civil projects. With a team of nearly 500 skilled professionals and experts, NAC is unique in the construction industry for offering comprehensive services that facilitate projects from conceptualization to finish, enabling them to plan, manage, and deliver all aspects of a project. By emphasizing a solutions-oriented mindset that optimizes plans and controls costs, NAC has developed a reputation for ensuring quality, efficiency, and accountability throughout all stages of the construction process.

NAC approached Cubicle Fugitive to refresh its existing website and overall brand positioning. Its goals were two-fold: to more accurately reflect the company’s unique approach to construction projects and to elevate their status as a leader in people management, making the firm an attractive choice for clients and potential recruits.

To uncover NAC’s unique market position, we conducted in-depth analyses of NAC's existing online presence, industry competitors, and target audience needs. We also conducted interviews with key stakeholders to more fully understand current perceptions of the firm, its strengths and weaknesses, and what sets NAC apart as a project partner and employer. This research informed new brand positioning that emphasized NAC’s core values of collaboration, dependability, and honesty and positioned NAC as an organization that’s focused on transparent, reliable project delivery with a resourceful, people-first ethos—attributes that appeal to both the client and employee. This updated brand position supported the development of an updated website that features high-quality site photos, first-hand testimonials, and dynamic graphics that reflect the energy, integrity, and passion of the NAC team.

With refreshed brand positioning, NAC was able to clearly articulate what sets them apart in the competitive construction industry and express its unique value proposition on its website and other internal and external marketing collateral, providing a cohesive, meaningful identity that resonates with its team, its clients, and potential recruits.