Sources: National Concrete Masonry Association, Herdon, Va.; CP staff
The just-launched www.ncma.org site exhibits an evolved NCMA brand identity, with new logos, colors and core messaging. A rebranding effort announced at the association’s 2019 convention in Orlando was facilitated by the NCMA Young Professionals Group. Born over the course of several YPG meetings and gatherings, it centered on the belief that a new brand identity, coupled with a revamped and user-friendly website, will allow the association to communicate better with all audiences, from concrete masonry producers and sales personnel to architects and designers.
A bold new logo, composed of the ‘NCMA’ acronym in a vibrant orange tone, directly identifies the association as the color invokes construction. An “Equipping Better Building” tagline speaks to concrete masonry assemblies’ broad, positive impact on buildings, structures and their users. “Equipping” communicates (a) providing better building with member products, and (b) preparing industry professionals for better building with the technical resources, education, and advocacy work NCMA provides.
The messaging likewise carries through to the overall energy behind the new website. Carefully devised over the previous year by an experienced team of writers, designers and developers, its sleek, modern look is visually striking thanks to a colorful yet minimal aesthetic. A streamlined appearance wields purpose as well, as its functionality is a vast improvement over the prior version, NCMA officials contend. With simple layouts and straightforward mapping, the site provides an intuitive user experience through a smart, powerful backend, including optimized, quick search bars and more navigable library of technical resources.