The National Concrete Masonry Association (NCMA) engaged Mekanic to modernize its brand ecosystem to improve engagement with current and prospective members. As the highly-regarded technical support leader for all professionals working within the concrete masonry industry celebrated its 100th anniversary, NCMA needed to forge an innovative new path to evolve its digital presence and improve access to valuable resources for members. First, Mekanic led NCMA through a brand transformation and developed new core brand messaging, an updated visual identity, and a range of versatile assets to bring the brand to life—including a built-from-scratch geometric grotesque sans serif font for the new brand mark. This font is the cornerstone of the evolved NCMA brand system. Then, Mekanic designed and developed a unique web experience that reflects NCMA’s technical leadership with an intuitive and user-focused platform that supports existing online revenue-generating capabilities. The new web platform prioritizes the mobile experience, which is critical for NCMA members who need to access resources and reference materials efficiently while working remotely at various project sites. Mekanic also ensured that the revenue-generating capability of NCMA’s technical resource center would be preserved and deliver increased value to members. The website’s design references masonry with stacked block shapes, and the aesthetic is ideal for attracting more emerging professional members and allied professionals—like architects—who can learn about the benefits of using resilient and beautiful concrete masonry systems in their work.