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MCM needed overall marketing help; we chose to tackle their logo and name first.

Originally named to reflect Kalamazoo's nickname of "Mall City," The full Mall City Mechanical name no longer encompassed the business in its entirety when the business was referred to LKF in 2014. With a Grand Rapids location as well as two in Kalamazoo, the name was too specific and didn't relate well with the Grand Rapids market. In addition, several other Mall City business monikers were causing brand confusion.

LKF Marketing helped MCM explore renaming options eventually deciding on the abbreviated letters to retain brand loyalty and simultaneously build upon an updated and more unique name.

Along with the newly condensed name, LKF designed a revised logo for MCM. Simple and concise like the new name, the logo features MCM's brand colors and the silhouette of a building. The logo is a nod to MCM's ability to be part of a project from the construction phase on as well as later stages of retrofits and preventative maintenance.

Services Provided

Account service, competitive analysis, copywriting, graphic design, strategic planning

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MCM Work

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  • MCM logo - Identity
  • MCM collateral materials - Print
  • MCM capabilities brochure - Print
  • MCM website - Digital
  • MCM vehicle graphics - Experience
  • MCM services brochure - Print
  • MCM sales materials - Print
  • MCM promotional materials - Experience

Identity Work

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  • 633 Group partial logo - Identity
  • City of Kalamazoo River's Edge logo - Identity
  • Elkhart Plastics logo - Identity
  • Envirologic Technologies logo - Identity
  • Fibers of Kalamazoo logo - Identity
  • Kehoe Martial Arts logo - Identity
  • KzooConnect logo - Identity
  • MCM logo - Identity
  • Miller-Davis Company logo - Identity
  • The Montessori School logo - Identity
  • Parchment School District logo - Identity
  • Premier Radiology logo - Identity
  • Treystar The Foundry logo - Identity
  • Trust Shield Insurance Group logo - Identity
  • United Kennel Club (UKC) logo - Identity