Sterling Infrastructure, Inc.

Locally Based Infrastructure Company Achieves Record Growth

With a new brand, Sterling Infrastructure, Inc. was positioned to blaze new trails and achieve record growth.

The Background

In 2022, Sterling Construction Company, Inc. made the strategic decision to evolve the company’s name and brand to reposition the company as an infrastructure leader specializing in E-Infrastructure, Building, and Transportation Solutions.
Once primarily a highway and bridge construction company, this move enabled Sterling to align with its transformation from a one-segment heavy highway construction business into a differentiated, three-segment infrastructure solutions provider with a platform to further expand value-added services to its end customers.
As a publicly traded company (NasdaqGS: STRL) with seven subsidiaries, Sterling needed a full rebrand to reflect the company’s transformation and powerful position as a leader in infrastructure.

The Challenge

Existing equity in the Sterling name, and the established Nasdaq trading symbol STRL, meant that the rebrand must be viewed as an evolution, not revolution. The company still needed to be recognizable and maintain its visibility with analysts and investors.
Operating as a house of many brands (seven subsidiaries, each with different names), Sterling also needed a subtle way to communicate that each of these subsidiary companies is “A Sterling Company.”
With a 43-year history in strategic brand building, The Lee Group embraced these challenges head on.

The Solution

The Lee Group designed a comprehensive Brand Identity Guide to ensure correct and consistent usage of Sterling’s new logo, tagline, fonts, colors, imagery style, etc. The Lee Group designed a new logo and created the tagline “Innovation in Infrastructure” to position the company as an industry leader. These were applied across all communications and all stakeholder touch points and aligned with leadership’s desire for a brand evolution.
The Lee Group designed a comprehensive Brand Identity Guide to ensure correct and consistent usage of Sterling’s new logo, tagline, fonts, colors, imagery style, etc.

The Guide Also Included:

Manifesto Video

Sterling Manifesto Video

The Results

At the most pivotal time in the company’s history marked by ambitious goals and a transformational growth plan, Sterling rolled out its new transformational brand on June 1, 2022.
The rebrand was a resounding success in projecting a more polished and professional image for the brand and repositioning the company as a leader in infrastructure amongst analysts and investors who were the main drivers of Sterling’s incredible achievements.

At a time when other stock values plummeted:

  • Sterling’s stock price grew by 25%.
  • Sterling’s Market Cap grew 28% and breached the important $1 Billion milestone, attracting the attention of more analysts and investors.
  • Investor demand increased, with Sterling’s Average Daily Trading Volume reaching over 600,000 when the average had previously been under 100,000.

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Alan Babb

EVP of Creative

What are you looking for in an advertising agency?

While most agencies lean on their “unique” culture, funky office space, cleverly named process, or walls of awards to attract clients, we take a more thorough, thoughtful approach.

After all, consumers are only getting savvier. These days, effective advertising not only takes clutter-cutting creative but also solid, intelligent strategies that rise to the demands of an overly saturated hyper-focused marketplace.

The Lee Group embraces this challenge by simply focusing on being smart. We believe an intelligently devised strategy clearly defines the target audience, informs and inspires great creative, drives the CTA, and ultimately converts prospects into buyers.

In other words, intelligence delivers results.

Of course, entertaining ads have their place, but a clever headline or being irreverent for irreverence’s sake doesn’t necessarily mean your customers will convert. It’s the intelligence behind the creative that counts — the critical thinking, the experience, the expertise, and above all, the strategy. That’s what The Lee Group brings to the table, and it’s what sets us apart.

Ann Lee

Founder and CEO

There’s a sign that hangs on my wall with a quote from advertising great David Ogilvy. It reads: “It’s not creative unless it sells.”

This sign has been my constant companion through four decades, in half a dozen different offices, and while producing countless award-winning campaigns for more than 850 clients across 48 states.

It’s my eternal beacon of truth. And it has never been more relevant than it is today.

To move the needle in today’s omnichannel, over-communicated, fractured, and highly competitive world takes far more than it did a decade ago—or even last year.

Today, it takes strategy born from data and insights, concepts brought to life through creative brilliance, and integrated media and channel planning that’s on target and optimized to reach customers when and where they are.

It takes intelligent marketing. And it’s what produces marketing that sells.

I’m immensely proud to have a team that’s the very best at what they do and is willing to put their individual egos aside to make our clients and their products the heroes.

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If you’re ready to partner with an intensely strategic team that’s invested in your bottom line, let’s put intelligence to work!