


big idea
MACLYN crafted a new Maul brand all about “giving your ground the respect it deserves.” Its gritty visuals, confident attitude and powerful message elevate Maul above the competition.
Research & Discovery:
Understanding Maul’s Challenges & Opportunities
Through quantitative & qualitative research, MACLYN identified Maul’s target market, created a detailed SWOT analysis, and gained insights from Google Analytics and other data sources.

Creative Brand Development:
Building Respect
MACYLN crafted a distinct brand voice, mark and visual style that’s attracting large-scale clients. Maul’s new brand is gritty and powerful, built on the hard-earned respect of 30 years in the paving business.
30%
revenue increase
since brand launch
Omnichannel Brand Presence:
Elevating Maul’s Market Value
We implemented the new Maul brand across all digital channels, from Google ads to social platforms. This generated new leads from high-level clients – while, according to qualitative & quantitative testing, the new brand significantly elevated Maul’s perceived market value.
Social Platform Management:
Leading the Industry Conversation
MACLYN engages Maul’s target market with organic content, on-the-job imagery, company-culture stories, and shareable thought-leadership blogs.

4,281
conversions
from search & display
Targeted Digital Advertising:
Building New Leads
Maul’s digital advertising targets potential clients and drives them to the new website, where we collect their information and generate new leads.
Website Development:
Setting the Foundation
MACLYN developed a UX-friendly website with enhanced UI imbued with Maul’s brand promise.



Thought-Leadership Content:
Paving the Way for Success
Maul’s highly shareable content showcases their insider-knowledge and offers seriously helpful advice – reinforcing their status as an industry thought-leader.
Strategic Search Optimization:
Dominating Google from the Ground-Up
Using strategic keywords, we optimized relevant search-engine results for Maul, driving target markets to visit the website and submit a bid.
over
710,737
search, display,
and remarketing
impressions

Sales Materials:
Earning the Respect Maul Deserves
The polished look and distinct voice of Maul’s sales materials elevated their perceived market value and augmented the sales team.