The Armstrong Company

The Armstrong Company started in 1957 in Memphis, TN. Over the previous decade, they’ve grown steadily, organically and through strategic acquisitions. Despite their expansion, a lack of a clear brand strategy resulted in business success but disjointed operations. They found themselves managing numerous separate brands, instead of capitalizing on their network potential.

By conducting extensive qualitative and quantitative research, insights into the qualities that positioned them as an industry leader emerged. Engaging with C-suite leadership, stakeholders, clients, customers, and employees established a foundation that led to a unified, interconnected branded house architecture.

The company also changed names, from Armstrong Relocation & Companies to a more assertive and confident The Armstrong Company. This alteration signified a major shift, solidifying their identity as a single entity with boundless potential.

Their position statement — Armstrong is the solutions partner that delivers expert capabilities through personal attention and global reach — encapsulates the entirety of their service spectrum. This perspective underscores their unwavering commitment to customers, standing by their side, while simultaneously expanding their global operations.

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Responsible for research, brand strategy, brand architecture, and naming. Completed while at Matchstic in collaboration with strategy, design, and writing teams.