Building for Impact

How a trusted AEC consultancy evolved its brand presence to match its industry leadership.

CLIENT

M2 Group, LLC

INDUSTRY

Architecture, Engineering, and Construction (AEC)

AE ROLE

Brand Strategist
Website Strategy
Content Development
Copywriter

BACKGROUND

In 2014, Matt Bryant, PE, launched M2 Group from his home office. Armed with two decades of AEC experience, he focused on expert consulting to help developers navigate the complex development process in the Nashville, Tennessee, metro area. A decade later, M2 Group grew into a thriving enterprise with over 20 professionals and ambitious growth goals — a scale never envisioned at the outset.

Despite their success, M2 Group never developed formal branding or marketing strategies, with their original website remaining unchanged as the company evolved. While repeat business and referrals sustained operations, recruitment challenges emerged as their aspirations grew.

Poised at this crucial inflection point, M2 Group has embraced a transformation strategy — refreshing their brand, visual identity and website — to drive growth and strengthen business resilience.

  • Our purpose is to empower excellence to build a better tomorrow for our community, clients and people.

    M2 Group’s Purpose

  • With unwavering integrity and a mentoring spirit, we bridge the gap between client ambitions and execution through innovative design, technical excellence, and trusted partnerships.

    M2 Group’s Mission

  • Our vision is to continually raise the bar by fostering a diverse workforce that drives meaningful progress to enhance the built environment, enriching our community.

    M2 Group’s Vision

  • Time is our fiercest competitor. Make every moment an opportunity.

    M2 Group’s Brand Promise

  • Empowering Excellence

    M2 Group’s Tagline

behind the words

Time is our fiercest competitor.

Make every moment an opportunity.

M2 Group is intentional, responsible, and proactive in how it manages time, maximizing every moment, aligning actions with priorities, goals, and values.

  • Time Management

    Being mindful of how we allocate our time, ensuring that we allocate it to activities that are meaningful and productive.

  • Prioritization

    Recognizing what tasks or activities are most important and deserve our time and attention.

  • Balance

    Striving for a balance between different aspects of life, such as work, family, personal interests, and relaxation, to ensure holistic well-being.

  • Client-Centric Perspective

    Prioritizing efficiency, value-add services, and industry expertise, allowing our clients to focus on their core business, fueling further growth.

  • Text "Old logo” at the top. Blue stylized "M2 Group" logo design.
  • Text "Updated Logo" at the top. Orange "M2" above the word "Group" in gray, with the tagline "Empowering Excellence" beneath.
  • Half orange and half dark gray background with "Primary Color Palette" written in white text at the center.
  • Image showing three horizontal sections: a dark gray top, white middle with the words "Secondary Color Palette," and a light gray bottom.
  • Text on a gray topographic map background reads, "Excellence never stands still.

GOALS

  • Develop a brand strategy and visual identity from the ground up that captures the company's verbal, visual, and emotional attributes to inform all marketing.

  • Develop a responsive website that reflects the company brand and business model.

  • Enhance brand awareness and credibility within the Middle Tennessee development community, with particular focus on supporting recruitment initiatives.

STRATEGY

Brand:

  • Hosted a brand workshop with the company's leadership to define the brand’s core identity, including purpose, mission, vision, key messaging and brand archetypes.

  • Conducted a competitive analysis to assess market positioning and uncover opportunities for differentiation.

  • Developed the brand strategy, positioning and messaging toolkit.

  • Collaborated with creative design consultant to develop the visual identity and style guide, including logomark, color palette, and typography, aligned with marketing best practices.

Website:

  • Developed a 20+ page WordPress website that reflected the brand and messaging.

  • Developed comprehensive website launch communication strategy encompassing internal and external channels—staff, clients, social media and press outreach.

RESULTS

  • Refreshed brand earned enthusiastic stakeholder reception during Fall 2024 soft launch, highlighted by a local chamber of commerce ribbon-cutting ceremony

  • Website enhanced visibility with clients and broader network, driving increased job applications in Q1 2025

Image of M2 Group website homepage featuring an aerial view of a roundabout with company purpose, and links to the about, services, project case studies, client testimonials, careers and contact call to action.
Mobile view of M2 Group website homepage featuring an aerial view of a roundabout with company purpose with "Learn How" button and mobile hamburger menu
Image of M2 Group website about page featuring the company’s history, service area, select client logos, team member bios link, firm principles and contact call to action.
Image of M2 Group website career page featuring the company’s career opportunities, culture highlights, links to job postings, benefits summary, diversity position, firm principles and contact call to action.
Mobile view of M2 Group LinkedIn page with new branding application.
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