Capital Pipeline branding case study

I was brought onboard Capital Pipeline in the early stages of the startup’s formation to establish their branding. The premise was this: an analyst in the Architecture, Engineering and Construction industry was tired of doing the things the old way. She had been preparing reports for years on the available public construction projects in Arizona. She was hired by individual companies to generate these reports and she often felt that she was doing the same work repeatedly, so she wanted a way to make this process easier. The data was public, but no one had ever tried to simply aggregate it into an easy to use platform.

The idea was described to me as “recession proof,” meaning that while private construction projects could slow down or dry up, public construction projects are more constant and reliable. Since it’s most cities and municipal construction, it’s already budgeted and planned for.

When choosing a signature color, my mind went to this idea of a reliable database of work and the idea of “safety” in a volatile market. “Safety Orange” is literally the name of the orange color used on construction sites. It’s there to warn you of danger, but more importantly, to keep you safe. Safety Orange worked well for us conceptually and the orange, black and white color combination was vibrant and eye-catching, but also, surprisingly, not overused in the construction market.

Once we got a handle on what the product was - essentially a subscription to a database - we focused the marketing the idea of data. Data visualization became important to how we told our story and marketed Capital Pipeline to the industry.