McColl Smith
McColl Smith is a Victorian-based commercial builder delivering high-quality projects across education, community, hospitality, and government sectors. Known for their integrity, reliability, and hands-on approach, they bring confidence and care to every construction project.
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McColl Smith partnered with EMD to redefine their brand from the ground up – aligning a trusted reputation in commercial construction with a clear strategy, confident identity, and timeless visual system built on integrity, credibility, and approachability.
Objective
McColl Smith is a trusted commercial builder with a reputation for doing things the right way – through integrity, reliability, and genuine care. With decades of combined experience across education, hospitality, community, emergency services, justice and fit-outs, the business had outgrown its dated identity and needed a brand that matched its proven capability.
emd:digital partnered with McColl Smith to uncover the heart of the business, define its positioning, and create a visual and verbal identity that restores confidence in construction — for clients, partners, and the people who build alongside them.
The Solution
Through a strategic discovery workshop, EMD guided the McColl Smith leadership team through a deep exploration of purpose, values, and personality.
Together, we defined a clear brand foundation built on three pillars – Integrity, Credibility, and Approachability – and articulated a purpose that captured their impact.
From the outset, emd:digital approached our brand refresh and website project with a level of care and professionalism that immediately gave us confidence. Dan and his team took the time to understand our vision and brought it to life with clarity, creativity, and precision. We’re genuinely proud of the result, and grateful for the partnership.
Dom McColl - Director
This strategic clarity translated into a timeless visual identity system anchored by classic navy and warm cream, balanced with a soft blue and rich charcoal secondary palette. The new brandmark – a stylised 3D form – reflects the foundational nature of construction and the transparency at the core of how McColl Smith operates.
Supporting typography, tone of voice and messaging were developed to feel established yet friendly, serious yet natural, creating a brand that feels confident without pretension.
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