Case Study: Branding
Terrell, Hundley and Carroll

Situation

Terrell, Hundley and Carroll was a 7-year-old company specializing in airport and highway land acquisition when Joe Carroll bought out his partners. Under the guidance of Joe’s vision, the company was adopting new philosophies and slightly altering core competencies.

Objectives

• Clearly define Terrell, Hundley and Carroll’s brand and investigate re-naming the company and creating a new identity.

Strategy

• Based on a Brand-X™ session, Max2o identified the firm’s deliverable claims of distinction. In addition, we developed potential names for consideration.
• The recommendation was to use the company acronym – THC – to continue the equity of company name, but make it easier and more user-friendly to communicate.
• Max2o designed a new logo to portray THC as a modern and technically-savvy corporation. An abstract element within the logo represents THC’s unique “triangle of success.”

Results

THC’s ongoing marketing communications have been strengthened by consistent application of their brand. While the industry itself is currently in a depressed state, THC has enjoyed a higher awareness, which has resulted in increased business.