A strategic shift to a recognised, design-led construction brand
Client: MCC Projects
Industry: High-end residential construction
Location: North West Tasmania
Team: Melissa Hampton, Patrick Gee, Emily Shin
Timeline: July 2025 – present
Scope of work:
Comprehensive brand launch
Brand identity development
Brand photoshoot
Digital and social launch campaign
Ongoing content creation and social media retainer
The challenge
When Matt Clarke, founder and managing director of MCC Projects, engaged Tuesday Creatives in July 2025, the business was entering a new phase of growth.
Built on a reputation for high-quality, design-led homes, MCC Projects had been driven by word of mouth and strong client relationships. But as the business evolved, Matt recognised the brand and digital presence needed to catch up with the calibre of work being delivered on site.
The existing identity and online footprint no longer reflected the standard of projects or the direction of the business. To attract premium clients and support long-term growth, MCC Projects needed a more considered brand, clearer positioning and a digital presence that aligned with its ambitions.
Key challenges
No website or digital foundation for lead generation
Brand identity not aligned with high-end positioning
Low engagement and limited trust signals online
No clear pathway for nurturing prospective clients
Baseline metrics
Instagram followers: 562
Engagement rate: 3.54%
Website traffic: 0
Website enquiries: 0
Getting the foundations right
Before investing in a website or social media, Matt knew the brand itself needed work.
MCC Projects had grown organically through reputation and word of mouth, but the existing identity no longer aligned with where the business was heading or the clients it wanted to attract. If the digital presence was going to work, the brand had to be right first.
We started with a two-hour discovery workshop with Matt and his partner Meg. This session went beyond surface-level marketing questions and into how MCC Projects operates, what it values and the experience it wants clients to have when building with them.
Matt later described this phase as the turning point, noting that the process gave him “a fresh outlook as a business owner and a new level of excitement and eagerness to keep pushing forward.”
The workshop covered:
Business background and growth goals
Target audience and ideal clients
Market positioning and differentiation
Brand personality and values
Tone of voice and messaging
Visual direction and identity preferences
From this we developed a brand direction summary and design brief, which guided every decision that followed.
A brand that reflects the way MCC builds
The rebrand focused on evolution rather than reinvention.
From the outset, Matt was clear that he wanted to retain elements of the original logo and avoid colour, favouring a restrained, architectural aesthetic that would stand the test of time. The goal was not to look flashy or trendy, but confident, calm and credible.
We developed a brand personality that sits between high-end architectural builders and hands-on local trades. Professional and detail-oriented, but down to earth and approachable. Confident through capability, not bravado.
The visual identity reflects this thinking. The logo is a modern refinement of the original mark, distilling the house form into a bold, abstract symbol. A monochrome palette of black, white and warm neutrals creates longevity and allows architecture and project photography to lead. Typography balances clarity and refinement, reinforcing structure and precision.
The result is a brand that feels considered, understated and unmistakably aligned with how MCC Projects actually builds.
BRAND PERSONALITY:
Professional, calm and detail-oriented, balanced with a down-to-earth, approachable presence. The brand needed to communicate confidence through capability, not embellishment.
TONE OF VOICE:
Clear, considered and reassuring. Messaging is client-focused, jargon-free and honest, designed to reduce uncertainty and build trust throughout the build journey.
BRAND IDENTITY:
The rebrand focused on evolving MCC Projects into a confident, design-led residential brand while preserving the trust built through years of word-of-mouth growth.
VISUAL IDENTITY
The logo was designed as a modern evolution of the original mark, refining the house form into a bold, abstract symbol. A monochrome palette of black, white and warm neutrals ensures longevity and allows architecture and project photography to take centre stage.
Brand photoshoot
To support the brand launch and website build, MCC Projects undertook a half-day brand photography and videography shoot.
The objective was to create an authentic image and video library that could be used consistently across:
The website
Launch campaign social media posts
Ongoing marketing activity
For a new or evolving brand, this kind of photography is critical. It brings the brand to life, gives people a tangible sense of who they’re engaging with, and turns positioning and values into something visual and credible.
The shoot captured a mix of finished project imagery, on-site and behind-the-scenes content, and team-led storytelling. This included owner profiles filmed at Matt’s home, built by MCC Projects, alongside individual and group team portraits and short-form video content for social reels.
We prioritise real people and real projects because they build trust in a way stock imagery and AI simply can’t. For a high-end construction brand, credibility comes from showing the work, the process and the people behind it.
Website design & build
MCC Projects didn’t have a website, so we built one from the ground up.
The site was designed to do three things: establish authority, communicate the value of a high-end service and guide prospective clients through the decision-making process with clarity and reassurance.
Every page was structured around how real people research a builder. Services come first, followed by proof, process and people. Clear pathways lead visitors into Dream Homes and Renovations, supported by practical FAQs that answer common questions early and reduce uncertainty.
Throughout the site, the emphasis is on education and transparency. The process page sets expectations, the projects portfolio demonstrates quality and consistency and the about and team pages put real faces and values behind the brand.
From day one, the site was built with SEO and performance in mind. Strategy-led copy, fast load times and mobile optimisation ensure the site doesn’t just look good, it works hard.
As part of this project, we also established MCC Project’s Google Business Profile and tracked performance throughout the business’ digital launch and beyond.
Matt summed up the outcome simply: “We absolutely love our new business page. It finally feels like us.”
Key features include:
SEO-optimised service pages
Project portfolio showcasing completed homes
FAQs that address common objections upfront
Process page to set expectations
Careers page to support growth
Conversion-focused contact page
Website insights
Enquiries: When averaged across the past 6 months, submissions recorded a modest 8% month‑on‑month increase
Engagement: The page performed at or above benchmark for a new service‑based website, with an average 58‑second time on page (vs. the typical 45–60 seconds) and a 52% bounce rate, which sits comfortably within the industry’s normal 50–70% range. The 38% exit rate also aligns with the standard 30–50% range, indicating users are engaging as expected and navigating naturally through the site.
SEO: Branded search performance shows strong early trust signals, with the business ranking on page one for all major brand variations and achieving exceptionally high CTR for location‑based searches. Google is also beginning to test the site against broader construction‑related terms and early non‑branded local queries, indicating growing relevance and a solid foundation for future SEO expansion.
Google Business Profile insights:
Across the first six months, the Google Business Profile achieved an average 48% month‑on‑month growth in interactions.
Digital & social launch without the noise
Because MCC Projects is understated by nature, the digital and social launch needed to reflect that.
Rather than a loud rebrand announcement, we focused on clear communication and reassurance. The launch began with a founder-led message from Matt explaining that the brand and content were about to change visually, while reinforcing that the team, values and quality of work remained the same. Importantly, it also explained how the new brand and website would benefit clients.
A short countdown followed, creating a clear transition point before the Instagram account was reset and relaunched with a clean grid, triptych-style posts and a hero introduction reel.
Facebook was launched in parallel, starting with a founder introduction for a new audience before rolling into the same content themes.
The result was a calm, confident launch that felt intentional, not performative.
Rather than a hard switch, we:
Posted a founder-led statement explaining the change
Communicated how the refresh would benefit clients
Ran a three-day countdown to launch
Archived all old content to reset the grid
Launched with triptych-style posts and a hero reel
Content & social media starter alliance
Following launch, MCC Projects moved onto a content and social media starter creative alliance.
With limited hours each month, the focus is firmly on quality and consistency over quantity. Content is planned strategically around projects, education, process, team and lifestyle, with selective use of reels to drive reach and considered static posts to reinforce credibility.
Despite the restrained posting volume, results over the first three months showed strong growth. Engagement increased significantly, reach expanded across both platforms, and the content began attracting a more aligned audience.
As Matt put it, the impact was immediate: “A huge increase in engagement. We couldn’t be happier with how the photos of our work have turned out.”
The content and social media starter creative alliance covers:
Content creation
Partial account management (Instagram + Facebook)
Site visits for fresh photography, videography
Monthly planning and reporting