The Metal Construction Association (MCA) has unveiled a new tagline to enhance its brand identity and communicate its purpose and position in the industry. The tagline — BUILD LEGACIES: METAL
— adds an aspirational element to the MCA brand.
The new tagline is the result of collaboration between an MCA Board-appointed Brand Task Force made up of member volunteers and association staff. The task force recognized the importance of taking an aspirational stance with the tagline that would appeal to each of MCA’s core audiences: architects, building owners and members of the metal construction industry.
As the association went through this branding exercise, the theme of legacies ran through the conversations. “When we think about what MCA and its member companies stand for, building legacies quickly came to the forefront,” says Todd Miller, Board Chair of MCA and President of Isaiah Industries, Inc. “The products and services that MCA member companies provide become part of our culture and landscape, and because of the many performance and aesthetic characteristics inherent in metal roofs and walls, they create a legacy that can last for generations.”
BUILD LEGACIES: METAL was chosen as the MCA tagline also because it speaks clearly and concisely to each of the association’s target audiences: architects, building owners, and even MCA members and industry partners. Architects seek to create legacies of inspiration through design that will be attractive and functional for years to come. Building owners create legacies through the high-performing buildings that they build and maintain. And MCA and its member companies build legacies of partnerships and collaboration through the association and its efforts.
MCA, which is celebrating its 30th anniversary in 2013, has already begun to leverage its new brand identity on its website, metalcontstruction.org, as well as in other communications. MCA aims to fully integrate its new brand over the coming months, culminating in the launch of a new website in Fall, 2013.