The Feil Organization
Real Estate / Corporate
Blueprint is a genuinely innovative building services company, redefining expectations around quality, sustainability, accuracy, speed and value. Despite this, the market perceived them as a conventional building framing supplier. CO OP repositioned Blueprint’s brand and marketing to challenge assumptions, spark reappraisal and generate renewed interest in the business.
SERVICES
Brand Strategy
Brand Identity
Innovation Consultancy
Brand Films
Website
Trade Booth
Sales Tools
SERVICES
Brand Strategy
Brand Identity
Innovation Consultancy
Brand Films
Website
Trade Booth
Sales Tools
CO OP partnered with Blueprint to clarify what the brand truly represented. Although a leader in off-site, precision-crafted wood-frame construction, the name Blueprint Robotics suggested a machine shop, not progress. However, a visit to the manufacturing plant revealed a far bigger ambition. Ultimately, Blueprint aimed to transform how buildings are made, not just how parts are produced.
Therefore, CO OP dropped “Robotics” and elevated Blueprint into a clear statement of vision. Next, the design, voice, and sales tools were overhauled to match that ambition. As a result, the rebrand positioned Blueprint as a catalyst for change across the construction industry.
CO OP and Blueprint defined an ambitious strategy to drive real innovation across the industry. Specifically, they focused on reinventing craft skills, increasing value for developers, and creating positive impact at scale. As a result, the company aligned around a single, compelling mission: to address the bigger questions shaping the future of building.
From operations to communications, and from sales engagement to thought leadership, every touchpoint promised impact. Ultimately, this vision extended to a future flagship manufacturing plant designed to deliver uncompromising results.
Across the building industry, sustainability is widely discussed, yet rarely solved. However, many conversations fail to become practical action. Therefore, CO OP created a compelling film that clearly positioned Blueprint’s approach as both achievable and effective. By asking—and answering—the key question, it showed how wood can meaningfully reduce CO₂.
As a result, the film became the centerpiece of a trade marketing campaign. In turn, it helped introduce and promote the new mass timber technology Blueprint was pioneering.
We relaunched the brand with intent at the Net Zero conference. First, a simple yet provocative trade booth expressed Blueprint’s distinctive vision and capabilities. Meanwhile, the website delivered deeper insight into the products, processes, and expertise proving Blueprint’s ability to drive radical transformation.
From sales presentations to investor decks, CO OP aligned every touchpoint. As a result, all communications reinforced the brand promise of Building Innovation.
