Messer was a company of talented people who earned a premier reputation of providing outstanding construction experiences and value to a diverse group of clients, partners, subcontractors and suppliers. Shook Kelley also discovered it was a group of individuals who truly loved to build. Its inherent love of building is what led Shook Kelley in the development of the new Messer identity system. A foremost goal of the project was to bring a level of consistency to its brand image, which at the time did not live up to the standards and practices of the organization. A new logotype with a distinctive letter M was created. And a memorable tagline, “We Are Building,” was crafted to accompany the new logotype. Once these and other key elements were created, a detailed standards manual was developed to provide Messer’s in-house team with a clear guide in their efforts towards building a consistent brand presence.