Gyplac

A construction company based in Cartagena, Colombia, operating across multiple South American regions that had grown up with their own versions of the same brand the ordinary result of expansion without a shared idea holding it together. The task wasn’t a new identity so much as a reconciliation.

Firedrake repositioned the company around a single line building a better life simple enough to translate cleanly across markets and specific enough to mean something, rather than the generic “quality and trust” language the construction category defaults to. Guidelines were built to operationalise it directly: simplified product offerings, one set of applications, and closer alignment with the parent company’s own positioning, so a Gyplac site in one region reads as the same company as a Gyplac site in another.

The result is unglamorous by design, which is correct for the category. Nobody chooses a construction company because of its brand; they choose it because the brand made the company look like it has its operations in order, and this one now does.

Client Gyplac
Location Cartagena, Bolívar, Colombia
Scope Brand repositioning · Brand strategy · Guidelines development · Multi-region rollout
Sector Construction and building materials branding