Founded in 1979, McGrath is a diversified business-to-business rental company that manages a growing portfolio of business-to-business rental companies serving various industries, including telecommunications, construction, education, petrochemical, and environmental.

We were challenged with updating their image to reflect the notion of “McGrath 3.0” — the third generation of a company focused on strategic growth and acceleration. Our solution was more than a window dressing redesign; it was rather a strategic redesign that will allow McGrath to grow beyond their existing success.

With insights gathered during stakeholder interviews and a thorough competitive audit, we created a logo concept that better represented the smart, progressive, publicly traded company with a distinguished 40-year history in the B2B rental industry.

Our refinement process extensively explored color, weight, and balance between our “repeating M” symbol and the McGrath wordmark.

We specifically built our presentations to be transparent about the design process and concise and decisive to build confidence around decision-making. New tonality and brand voice coaching allowed us to transform the forty-plus-year brand.

Once finalized, we created logo assets and identity guidelines defining usage, color palette, and typography, supported by sample applications to guide future implementation.