Following a thorough strategic discovery process, EXIT helped the former James Cone Construction identify and embrace a meaningful and differentiating brand positioning within its category. The essence of the new brand motivated a name change to The Cone Group and the development of the positioning line Intelligent Construction. The soft launch is intended to provide clients, prospects and the general public a first look at the new name and brand positioning. Rebranded tactics now being used by The Cone Group include a corporate identity package, site signs, temporary splash page, shirts and construction hats. More major tactics, including a redeveloped website, will be completed this fall and introduced at the company’s official brand launch.