ELM is a formidable “team-of-teams”, comprised of three distinct Home and Building companies – Englert, LeafGuard and MetalMan – whose competencies are well integrated. While each company tells its own story of success, the bigger picture of a sophisticated, integrated organization driving their collective success was not being revealed. Cue was approached to name and create a new parent brand that could reveal this collected expertise, vision and future potential; and celebrate and enable a winning culture inside the company.

Expressing a single, unified entity was a primary goal of the new ELM brand expression. Leveraging the success of each company, the brand brings expertise and a growing portfolio of building solutions under the ELM name. The brand identity reveals new credibility, based on a system that visually represents growth, strength, and the industries that ELM serves.

The ELM brand reveals an expansive expertise in developing premium quality home & building solutions, and a structure for bringing solutions directly to business and consumer markets. This elevated role invites new partners and investors, advances its relationships with architects and contractors, and helps it attract top talent across its organizations. And, the new entity is helping the company to grow at a rate commensurate with its capabilities and opportunities.