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:
- A brand platform to encapsulate Sterling’s mission, vision, values, brand promise, value proposition, reasons to believe, brand personality, and brand essence.
- Three messaging platforms to clearly articulate Sterling’s’ brand attributes and key messaging points for each of the organization’s stakeholder groups – employees, customers, and investors.
- A treatment for subsidiary logos that enabled the subsidiaries to remain autonomous with their own respective names and logos but tied the subsidiaries to the parent company with the identifier line, “A Sterling Company.”
Manifesto Video
- Featuring Sterling’s CEO, with unique messages tailored to each stakeholder group provided a meaningful way to launch the new brand with employees, customers, and investors. The message in the video emphasized the importance of the rebrand in aligning with the Sterling of today versus who the company was in the past.
Sterling Manifesto Video
Sterling Brand Identity Guide
Sterling Brand Identity Guide
Sterling Brand Identity Guide
Sterling Brand Identity Guide
Sterling Brand Identity Guide
Sterling Brand Identity Guide
Sterling Brand Identity Guide
Sterling's 2023 Sustainability Report helps establish the brand as an industry leader.
Sterling's 2023 Sustainability Report helps establish the brand as an industry leader.
Sterling's 2023 Sustainability Report helps establish the brand as an industry leader.
Sterling's 2023 Sustainability Report helps establish the brand as an industry leader.
Sterling's 2023 Sustainability Report helps establish the brand as an industry leader.
Sterling's 2023 Sustainability Report helps establish the brand as an industry leader.
Sterling's 2023 Sustainability Report helps establish the brand as an industry leader.
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.
