Victoria, BC
MAC Island Construction (MIC) was launched as a distinct commercial division of MAC Reno, a company with decades of experience in residential construction. While the team had already been delivering commercial work, their brand and website didn’t reflect that expertise or speak to commercial clients. The existing identity was closely tied to residential services, making it difficult to position MIC as a capable partner for institutional, multifamily, and tenant improvement projects.
Array was brought in to evolve the MIC’s brand and develop a new website that would clearly separate the commercial offering while maintaining the credibility and reputation built under MAC Reno. The result is a digital presence designed to establish trust, communicate expertise, and generate qualified leads.
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Branded Business Cards and Letterhead
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Collateral
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Content Design & Creation
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Copywriting Strategy & Planning
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Digital Marketing
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Responsive Website Graphic Design
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Search Engine Optimization
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UI/UX Design
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Website Design & Programming
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Wordpress & Shopify CMS Development
- Our team kicked off the project with a discovery session to align on goals and direction. We worked with the MIC’s team to understand their commercial objectives, target audience, and how the new division needed to position itself in the market.
- We then defined the site structure and search strategy. A full keyword analysis informed our Information Architecture (IA) mapping out the site navigation and page structure. Keywords were applied across headings and copy ensuring the website reflects how commercial clients search for services and supports long-term visibility.
- Our web copywriting team wrote web content across key pages to clarify positioning and reduce risk. Web copy translates MIC’s experience and capabilities into clear and direct messaging. Copy was tailored to commercial clients addressing key concerns like safety, scheduling, and stakeholder management, while reinforcing credibility and supporting lead generation.
- While copywriting took place, our web designers refined the existing logo that supports both digital and print applications. The goal was to bring consistency between MIC and Mac Reno by aligning typography and colour, creating a cohesive brand family. They also developed supporting brand assets, including a custom letterhead.
- For the web design, a clean layout, intuitive navigation, and clear content hierarchy, makes it easy for users to find information and understand services quickly.
- Colour, typography, and spacing were applied intentionally to highlight key information and calls-to-action, supporting lead generation throughout the site. Angled graphic elements inspired by their icon, consistent interactions, and structured layouts reinforce the brand and create a unified experience across all pages. Photography and video were selected to reflect the scale and context of commercial construction.
- Our web developers programmed custom page templates to support repeatable content, allowing site editors to easily add new projects and team members. Interactive sections like service portals on the homepage keep the website engaging without overwhelming the layout.
- The custom WordPress site is responsive across all devices and includes a user-friendly CMS allowing the MAC Island team to manage and expand their content independently.
