Breaking Through the Noise
In a crowded field of engineering-first brands, MBLM helped 3Pillar redefine its voice, elevate its positioning, and create a dynamic identity that sets it apart.
In the digital consulting and engineering category, sameness dominates. 3Pillar needed a brand that not only distinguished the company but also embodied its unique approach to its work. MBLM led a brand refresh for 3Pillar that redefined its positioning, voice, and visual identity: from yet another engineering firm into a company that looked and spoke like a category leader poised for growth.
We elevated 3Pillar’s brand by bringing its differentiators to the forefront and using them to define its essence. These differentiators were the company’s three Ps, its key drivers and namesake: processes, partners, and products. This approach clearly separated the brand from outsourcing and BPO firms by emphasizing consultative ability, and gave the brand an ownable and motivating set of principles on which to build its future presence.
The new brand promise extended the existing tagline, “Together We Create Incredible,” and recontextualized it as an outcome that can only be derived from the 3 Ps. This gave 3Pillar a direct connection to its name that it could own and leverage throughout all brand expressions. The new tagline also dimensioned its differentiators in meaningful ways that resonated with buyers: better processes create efficiency and superior results; 3Pillar’s unmatched partner network provides clients access to diverse solutions and leading technologies; and its focus on “productization” accelerates the development of easily maintained, modular software.
MBLM introduced a newly defined mission and set of values, emphasizing the power of collaboration as the driving force behind 3Pillar’s success and client partnerships. We also defined a new tone of voice that portrayed 3Pillar as the superhero that gets clients to the finish line faster and more effectively. New messaging included paired phrases balancing team capabilities with delivered results and three-word expressions that built thematically on the brand.
The refreshed visual identity emphasized the strength and balance inherent in the concept of three pillars. A distinctive notch in the letter “i” of the logo adds clarity and legibility while reinforcing the pillars that support and elevate clients.
The design system incorporated repetition and symmetry, complemented by a vibrant color scheme that immediately set 3Pillar apart from its peers. Photography choices incorporated abstract imagery from the industries 3Pillar serves to illustrate its intangible work in an engaging, accessible manner without relying on literal depictions of software or code. The new system components were crafted to adapt seamlessly across various media and sizes while retaining impact and illustrating hard-to-visualize concepts such as software benefits.
To bring the brand to life, MBLM developed a comprehensive suite of marketing materials, including pitch decks, white papers, templates, and case studies, establishing the foundation for ongoing marketing and thought leadership.
The brand refresh culminated in a reimagined website with open layouts, ample negative space, and a sophisticated yet approachable visual aesthetic. Improved information architecture and site organization helped to better highlight both vertical markets and horizontal capabilities and directed users to take action.
