ACHC Rebranding Summary

ACHC Identity and Mission: Construction division of Arctic Slope Regional Corporation (ASRC), an Iñupiat-owned entity, aiming to enhance Iñupiat cultural and economic freedoms. It oversees six construction companies.

Rebranding Goals: To amplify competitive advantage, create a unified brand architecture, elevate public profile, honor ACHC cultural heritage, and establish an integrated system.

Process and Strategy: Led by Sini Salminen, involved comprehensive research (industry, competencies, history, competitive audit) and analysis of existing marketing tools. Emphasized integrating Iñupiat values and achieved a unified brand architecture under the "ACHC Family of Companies" platform to convey strength and support future growth.

Creative Solution:

• Brandmark: A shield protecting a bowhead whale tail, symbolizing Iñupiat values such as community, cooperation, integrity, and leadership. The white curve represents the Arctic horizon.

• Brand Architecture: Positions parent and subsidiary companies as a unified entity, embracing cultural heritage with designated colors (e.g., Bowhead Gray, Baleen Black) reflective of the Iñupiat geographical location.

• Deliverables: Included identity standards, collateral, signage, ads, apparel, field gear, and seven websites.

Results: Improved client understanding of company focus and leveraged resources. Fostered a proud workplace and renewed internal energy, successfully launched through internal campaigns.