11/08/2025
How a strategic rebrand helped win bigger contracts
When MPE came to me, they were a well-established multi-trade business still using the same $20 logo designed decades ago at a Melbourne market stall.
It served them in the early days, but with formal tender processes replacing
handshake deals, perception now mattered. The outdated branding made them
appear far smaller than they actually were and they risked missing out on
valuable opportunities.
The brief:
Create a brand that reflects their reliable service and rapid response times,
reposition them as a professional, mid-sized operation, and build credibility
with a B2B audience throughout the tender process.
The solution:
A brand that conveys speed of service and rapid response
times. The style is inspired by global courier services, with the triangular
shape representative of a play button. The colour palette signifies sleek
metallic surfaces, projecting prestige and luxury.
The deliverables:
· New logo + visual identity
· Iconography
· Proposal cover designs
· Professional vehicle signage
· Company Overview document
The result:
· Stronger performance in competitive tenders
· Increased work from existing clients
· Clearer recognition as a multi-trade provider
· A significant ROI directly linked to the rebrand
“The rebrand has been a huge monetary success for our business that I don’t believe could have been achieved with our existing branding.”
– Madelyn Smith, General Manager MPE Services
Whether you’re a service-based brand or a not-for-profit, the right brand identity can help you be seen for your true value and access to the opportunities you deserve.
